Burger-King for Brussels
In response to this past week’s terrorist attacks on Brussels, Belgium, a seemingly odd counter attack has come from an unexpected market: the fast-food industry.
In 2008, the popular fast-food chain, Burger King, released an ad portraying an order of French fries resembling a raised middle finger. Originally, New Zealand firm, Young & Rubicam, released this ad in trying to appeal to customers’ displeasure with a newly implemented highway toll neighbor to their Burger King restaurant. Now, however, the ad has been going viral on social media for a whole new reason – taking a stand against terror.
Since the horrific attacks in Brussels on Tuesday morning, March 22, 2016, the ad from 2008 has been resurfaced. As French fries are a national symbol of Belgium, the fries, combined with their “flipping off” display aimed at the terrorists, seem incredibly relevant. While it is unclear who first shared the image this time around, one of the first was Christophe Conte, a French journalist boasting around 25,000 Twitter followers. Young & Rubicam has since commented on the reappearance of the ad stating, “We are proud to be a part of any efforts to end violence and bring about peace”.
Whether you believe the ad is appropriate or not, in reference to advertising technique, Burger King hit it spot on with this ad and will gain an enormous amount of exposure from its resurfacing. It is human nature to want to be a part of a something and believe that they are contributing to something bigger than themselves. The more often an ad reminds them of such, the more likely they are to remember it. Activ8Media helps companies in this sense, exposing the right message, to the right market, at the right times in order for a product to succeed and for successful brand activation.
The more publicity this “French Fry Middle Finger” gets, spreading across world-wide social media platforms, leads to the inevitability of consumers relating the image back to Burger King, driving the fast-food chain’s brand activation even further.
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