Many of us have been debating in recent weeks about how brands could (or even should) advertise during such a strange, high-anxiety period of pandemic.
But how do brand marketers feel about it?
I can't say I've spoken to all of them, but I did speak to Fernando Machado, global CMO of Burger King today. And ironically, while I was reaching out to him about Burger King France's charming "Quarantine Whopper" (basically an ad about making your own burger at home while BK locations are closed across France), he mostly wanted to talk about what brands should be doing before advertising:
“I think that before jumping on ads, brands need to take action," he said. "There are lots of good examples of brands helping people via concrete actions that help communities. On times like this, we all need to help.”
He specifically mentioned how BK's parent company, Restaurant Brands International, has helped by offering free kids' meals (at Burger King), donating food and cofffee to medical personnel (via Tim Hortons) and supporting nonprofits like No Kid Hungry (via Popeyes). But soon after, we learned that the company will also be giving all North American employees a bonus and 14 days' paid sick leave.
“Now, if you are already doing something to help, maybe you earn the right to engage with fans with ads, promotions, or social media materials,” Machado said. “And, yes, I say ‘maybe.’ It really depends on what type of brand you have, the situation in the country you are considering to advertise, among others. I would recommend a good dose of common sense before doing anything.”
How do you think marketers are handling this balance of sensitivity and reading the global room? Drop me a note at the email below or at @Griner on Twitter.
David Griner
Creative and Innovation Editor, Adweek
[email protected]
