Burger King outlets in Belgium and Luxembourg have released a social media campaign giving 250 of their funniest fans the chance to win a customised mask printed with their order on it. The idea was born from the communication barrier that comes with mask-wearing, making it difficult to hear and see what the wearer is saying. Aware that the pandemic has compounded feelings of stress, anxiety, and uncertainty for many, Burger King is printing only the funniest orders on masks to provide light-hearted banter amid depressing times. It’s putting a positive spin on social distancing measures, creating a fun experience while simplifying ordering food by letting people do so with a simple gesture: by pointing at their mask.

Burger King is letting people order food with a simple gesture: pointing at their maskBurger King (2020)

The headlines around COVID-19 have been overwhelmingly bleak, which may partly explain why the number of Europeans with depressive disorders has jumped to 16%, up from 10% in 2018. What’s more, people have pointed out that the parameters of the ‘new normal’ weren’t designed for everyone; for example, people who have visual impairments and those who are hard of hearing face particular barriers. By addressing these needs in an interactive, lighthearted way, Burger King shows how a bit of fun can go a long way in times of despair. As people treat themselves to convenient food for both the nostalgia and dopamine hit, brands like Burger King and Maltesers are upping the positive factor by giving people something to laugh about, too.

Precious Osoba is a junior behavioural analyst at Canvas8. Fascinated by the how's and why's of people & culture, she has a background in social sciences having studied Anthropology, Sociology & Communication & Culture prior to her Marketing Degree. You can often find her in aesthetically pleasing restaurants writing articles for her medium profile.