When there is football, there are rituals that are repeated: meeting with friends, commenting on the game, discussing each play and ordering something for dinner. And in that territory, pizza has traditionally occupied a position that is difficult to dispute. For this reason, Burger King France has started precisely from that reality to launch a campaign that does not try to change the habit but rather infiltrate it.

The brand has presented its first pizza boxes for Baby Burgers, a limited edition that reinterprets the classic pizza format to house its small burgers. If during the games people continue to order pizza, Burger King can show up at the table with a square box, but full of hamburgers. A way to enter the moment of consumption without abandoning the brand’s own codes.

The campaign, created by Buzzman, plays with verbal and visual hype around pizza. Under the concept “At Burger King too, when there’s football, there’s pizzaaaaaaaa” (At Burger King too, when there is football, there is pizza), the company adapts the language of game nights and moves it towards its Baby Burgers, presented as if they were “Baby Burgers pizzaaaaaaas”. The humorous resource allows the brand to appropriate a format associated with the competition without giving up its identity.

Until July 13, consumers in France will be able to order these exclusive Burger King square boxes, designed to be shared during football matches this summer. The initiative is based on the social nature of the product and the group logic that defines consumption during big games: food that is easy to distribute, a recognizable format and a proposal designed to occupy the center of the table.

The action also reinforces a common strategy at Burger King: observing everyday behavior, taking it to an absurd but understandable solution and relying on humor to make it memorable. In this case, the brand does not limit itself to communicating a promotion and adapts the packaging to respond to the context. The pizza box works as a support, as a joke and as a product reminder.

The campaign has been broadcast in France since June on television, online video and social networks, with 30, 20 and 10 second formats. In addition, it will have a presence in outdoor advertising starting June 22, coinciding with the football calendar and the moments of greatest conversation around the competition.