Salary reduced in the UAE? You can get a discount on burgers
Empathy is a word we've been hearing bandied about a lot of late. It's a trait that's long been encouraged in regular Joes and Janes - but now being demanded of organisations too in the wake of Covid-19.
Well, fast food chain Burger King Arabia has been gathering the laurels in the region recently, thanks to its latest advertising campaign that - we've got to admit - smacks delightfully of inventiveness.
With several companies having to roll out temporary pay cuts to stay afloat during the crisis, Burger King UAE is now offering to turn salary cuts into discount whoppers. The 'Pay Cut Whopper' (cheeky or empathetic, you decide!) has been timed to coincide with the launch of the chain's new mobile app. Through it, customers can now input their pay cut percentage plus the duration for which their salaries have been slashed - and avail the equivalent discount on all home deliveries.
"We're in this together is a common refrain in these times," said Khaled Alghamdi, vice president at Olayan Food Group. "But we wanted to back this up with something more definite."
The discount is capped at 30 per cent and duration at three months.
The burger giant is not the only one to switch up its advertising in light of the pandemic. During the month of March, Dettol reportedly saw the highest uplift in ad awareness of any brand in the UAE. The brand has been using its various channels to promote public service messages - including ones to stop the spread of the virus, but also misinformation around it.
Automaker Honda UAE too got creative with a #StayHome PSA, featuring a full-scale miniature Honda Civic. The ad was written, directed, edited and (of course) watched entirely from home - and it scored in terms of how the camera shots fooled viewers into feeling like they were watching a real car commercial.