Burger King Brazil is banking on “feeling uncomfortable” to ward off restaurant visits

It’s the early snippets of an upcoming campaign to promote its drive-thru contactless offering.

Would you walk inside a crowded Burger King (BK) restaurant today, stand close to a stranger, and wait to place your order? Certainly not. The thought of it makes one feel uncomfortable.

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It’s this very discomfort that Burger King Brazil is banking on to urge its customers to order from its contactless drive-thru experience. The images above are for an upcoming campaign from David Madrid, a creative agency.

These images are meant to shock and awe before your eyes dart down and you read the fine print. The upcoming campaign comes at a time when Brazil is struggling to contain the Coronavirus pandemic, and is one of the world’s worst-hit nations.

Last year (2020), DAVID São Paulo showed footage of in-store chaos of Burger King Brazil restaurants to discourage visitors and encourage deliveries.