Pay Cut Whopper. Pay less when you need it most.

At the heart of this idea was the shared sentiment that 2020 was turning out to be a pretty unfair year. Due to the economic ramifications of Covid-19, the Ministry of Human Resources and Emiratisation in the UAE allowed employers for the first time in history to apply pay cut measures to counter the Covid19 economic crisis. For the UAE nation, this came as a shock, and compromised the spending power of hundreds of thousands of our consumers and their households across the country.

People had not only to deal with an unexpected global health threat, but also had to suddenly get by with less while everything else remained at the same full (high) price, from school fees to rents and groceries.

On the other hand, the UAE has been extremely reliant on delivery apps for a long time. Anything, anywhere at anytime is one delivery app away. And when it came to the F&B market, it was no different, with the UAE being the second-largest market for online food delivery in GCC.

But restaurants were initially more focused on their brick-and-mortar experiences, and relied on food delivery apps such as Deliveroo and Talabat, causing in turn for consumers to rely on these apps as well. As the pandemic took over, these apps became a one-stop shop, aggregating everything from restaurants, to grocery stores, pharmacies and even flower shops.

So, how could the Burger King app cut through the clutter, and stand out in the online channel with its own delivery app, during one of the toughest times for the UAE?

We decided to listen, when other brands went to sell, and to connect with consumers while helping them overcome unprecedented financial constraints. We wanted to balance the scales of justice.

We went beyond the creation of an app. We allowed people to share with BK their pay cut on the BK UAE app, which were then translated into an equivalent discount on their order. We modified the classic app user experience by adding discount settings that anyone could customize. It was a simple filter that empowered consumers and turned the BK app into a prove of empathy – of Burger King empathy – when people needed it the most.

The communication was channelled to online films and social posts on key digital platforms to BK’s audience such as Google, Facebook, Instagram and YouTube. We also used the playful Burger king tone and empathetic approach for in-store communication and outdoor displays in central areas around the country to spread our message.

In times of little hope, we took a human and relatable approach. People needed more than just a whopper. They needed someone to carry the load with them.