Not only has social distancing has become the norm in countries across the world; it's also become the go-to device brands have been applying to their logos and imagery to help promote safety during the crisis, with companies like McDonald's, Chiquita Banana, Coca-Cola and more changing their marks to express the importance of staying home.
On Friday, Burger King U.K. was the latest to jump in with an image of an altered storefront sign featured on its social channels. Under the Burger King logo what typically should read "Home of the Whopper" now says "Stay Home," with the word "Stay" added and "of the Whopper" crossed out. BBH, the agency behind the work, also shared the image to its social accounts.
The image was posted three days after Burger King announced it was temporarily closing its U.K. stores due to the pandemic, although delivery is still available. It’s not known whether Burger King has actually altered a real store sign. Burger King U.K. and BBH did not respond to requests for comment by time of publication.
The creative debuts after a number of initiatives Burger King has taken to aid customers during the pandemic. The chain is giving free kids meals in the U.S., it’s offering minimum contact delivery through its Burger King app and services like Uber Eats, DoorDash and GrubHub and, similarly to McDonald’s, it is giving out free beverages to healthcare, emergency and social workers at U.K. restaurants.
Burger King’s altered sign follows another from McDonald’s Brazil, in which the Golden Arches were shown slightly separated to encourage social distancing. The separated arches only appeared on the brand’s Brazilian social accounts and drew heavy criticism. Online, people called the stunt opportunistic and said McDonald’s efforts could better be focused on how it treats its workers. Presidential candidate Bernie Sanders even reproached the brand for not giving workers paid sick leave. The images on social were soon removed.