Burger King is highlighting World Literacy Month with a campaign that saw the chain post menus written in gibberish at one of its drive-thru restaurants in the U.S.
To drive home the message that one in five people in the world cannot read, it deliberately confused customers who were bewildered and unable to order because they could not read the menu. The stunt, by Code & Theory, was filmed for a social media film, seen here. The social campaign will also feature Facebook and Instagram posts written in foreign languages that fans can "translate" through Facebook's auto translation tool to reveal messages in English about the power of literacy and education.
The project was commissioned by the Burger King McLamore Foundation, which works globally to help literacy initiatives.
Earlier this month, Bono's organization One.org conducted a stunt where it hypnotized professionals to believe they could not read or write.
The Burger King effort is reminiscent of an award-wining campaign Leo Burnett previously created for BK competitor, McDonalds, for which it changed up Golden Arches menus with gibberish in a campaign promoting children's literacy. The effort also highlighted original books that McDonald's was giving out with Happy Meals at the time.