This is a trade publication wo we don’t have to pretend that Burger King and Buzzman are encouraging people to eat at rival restaurants entirely from the goodness of their hearts. It’s very good for Burger King to be seen to be helping indie restaurants stuck in Covid limbo, especially among the chain’s primary audience, which is young and has an activist heart. And if all publicity is good publicity, Burger King is collecting it droves.

In November, Buzzman and Burger King UK and France published an open letter encouraging people to order from other outlets. Now, in the midst of yet another lockdown which is closing restaurants, the partners are offering the chain’s French Instagram account to these indie rivals, which they can use to advertise their businesses for free.    

Until January 21, Burger King France will not post any of its own pictures on its Instagram account but will highlight several small independent restaurants every day. Any small food business that posts a photo of its signature dish with the hashtag, #WhopperAndFriends, can participate. Burger King France has 328,00 followers.

France has been forced to initiate several lockdowns this year. It has recently lifted some of its latest lockdown restrictions but President Macron has ordered restaurants to remain shut throughout the country until at least January 20. 

Here is the preceidng campaign: