Many businesses have closed, and others face uncertain futures. In France, restaurants and bars are currently closed as the government attempts to reduce rising case numbers amid a new wave of infection.

In a bid to help support struggling businesses and show solidarity, Burger King in France has given over its Instagram channel to independent restaurants—giving them the equivalent of free advertising until Jan. 21, when they will be allowed to open once more.

The campaign, by agency Buzzman, aims to share the chain’s “visibility and community with restaurant owners who need it more” and will see Burger King spotlight a selection of restaurants, showcasing their address, menu and any promotions.

To participate, restaurant owners post a photo of their signature dish with the hashtag #WhopperAndFriends and Burger King France will retweet it.

Burger King has a long history of trolling McDonald’s in its ads. But the chain set aside rivalry with a marketing campaign last month that called on customers to eat at McDonald’s, and at all of its rivals including KFC.

That print and social campaign, also by Buzzman, said: “We never thought we’d be asking you to do this. But restaurants employing thousands of staff really need your support at the moment.” It was honored today in Adweek’s rankings of The Best Ads of 2020.

CREDITS:
Client: Burger King France
Marketing Director: Alexandre Simon
Product Marketing Officer: Carole Rousseau
Media Officer: Erinna Beaudron
Agency: Buzzman
President and Executive Creative Director: Georges Mohammed-Chérif
Vice President: Thomas Granger
Managing Director: Julien Levilain
Creative Directors: Philippe Boucheron & Patrice Lucet
Art Director: Antoine Blondet
Copywriter: Julien Moulin
Head of Account: Loïc Coelho
Account Executive: Fany Maupou
Head of Social Media: Julien Scaglione
Consultant of Social Media: Félix Brunot
Consultant of Social Media: Arnaud Cherbonnier
Head of PR & Communication: Amélie Juillet
PR & Communication Manager: Paul Renaudineau