Covid has just delivered you a pay cut on top on everything else the virus is inflicting on your life. You’re feeling low – and then Burger King offers you a discount that matches the percentage of your salary that you’ve lost on all home delivery orders for the duration of your pay cut.

The perfectly-timed carpe diem comes from Wunderman Thompson Dubai, is available from Burger King UAE and promotes the chain’s new mobile app.

The offer is given through an honour system. People add their own discount using the app and Burger King takes their word for it up to the promotion’s maximum discount and duration (30% discount and three months’ duration). Covid has triggered temporary pay cuts for nearly eight out of 10 companies or employees in the UAE. At the same time home delivery ordering has increased.  It’s a promotional offer that cuts through the noise of hundreds of others offered at various times by fast food brands.

Burger King Arabia had previously announced discounts for frontline heroes in the UAE and contributed 50,000 meals for the 10 Million Meals initiative.

“Our aim was to be innovative while being more relatable and human at the same time,” stated Pablo Maldonado, executive creative director of Wunderman Thompson Dubai. “People today are ordering in at home to create moments similar to eating out. So this possibility could help them have many more such ‘get-togethers’ with family and friends. Plus, it adds a welcome new format of promo to the famed BK experience.”

The campaign includes social videos and snackable content in Instagram stories, online banners, radio spots and in-store posters.