Burger King Xmas in July

Based on the publication of Marketing Dive the fastfood chain is promoting a two-for-$5 “unwrapping deal,” that allows diners to choose among several different sandwiches enclosed in holiday-themed wrappers.

Longing for the normal

With the ongoing global health crisis and high unemployment rates, many consumers are wondering when things will improve and a new normal will emerge. Burger King is tapping into this sentiment with its new campaign, including a video that shows consumers admitting that they are done with 2020 and a desire to be in a happier time like Christmas. The ad also tries to offer hope by reminding viewers that things change.

Socia media channels

The campaign also sees Burger King supporting social media platforms like Facebook, where creative for the Christmas-themed campaign appears. This comes at a time when many big brands have pulled back on social media advertising — either as part of a widespread boycott or more quietly, which is what McDonald’s is doing — in an attempt to pressure these platforms to do more to curb hate speech and the spread of misinformation. At the time of reunion, the decision of Burger King is difficult to understand.

Surprisingly environmental

Another recent effort from Burger King saw the chain explaining the negative environmental impact of cow farts in an educational video promoting a new Whopper that is sourced from cows fed a diet designed to lower their methane emissions.

Similar to normal and safe

Burger King’s sales took a hit when many of its locations closed due to the coronavirus and the chain is starting to see traffic recover as locations reopen. The Christmas in July campaign promotes hope and safety — with everyone in the ads wearing face masks — in an attempt to further drive sales at a time when COVID-19 infection rates are on the rise in many parts of the country and many consumers remain reluctant to return to pre-pandemic activities like going out to eat, which could help chains like Burger King that offer drive-thru and delivery.