For its 24-hour service, Burger King has its team members wear pajamas
The burger king never sleeps.
Night shift means nightwear. To announce the opening of 63 Burger King restaurants now open 24 hours a day, the brand and its agency Buzzman came up with a campaign that’s anything but sleepy: outfitting night shift employees in real pajamas featuring the brand’s colors.
The concept is based on a simple idea. Since team members work while most French people are asleep, why not provide them with the most appropriate attire? The result: customers at restaurants open all night will be served by employees in BK pajamas—an initiative that humorously blurs the lines between bedtime and dinnertime.
The campaign is also being rolled out nationwide via three billboard designs, as well as on social media, where Burger King is extending the promotion with a contest. Fans of the brand can enter to win one of 100 collector’s edition pajamas up for grabs on Instagram.
True to its DNA, Burger King transforms a highly functional piece of information into an offbeat message. Rather than communicating about this new service in a traditional way, the brand chooses to create an object of desire around a simple uniform, capable of sparking conversations far beyond its restaurants.
With this campaign, Burger King continues to cultivate its brand identity rooted in humor and self-deprecation. It’s yet another demonstration that an everyday insight, taken to its logical extreme, can be enough to make an ad much more memorable…
even in the middle of the night.
