During lockdown, many people are turning to low-tech activities like activity books and puzzles and to keep people occupied, McDonald’s Belgium created a 500-piece, limited-edition Burger Puzzle. The puzzle comes together to form a giant burger and it's touted as "the first McDonald’s burger with not one or two, but hundreds of pieces of meat." During a giveaway in April, boxes of the puzzles were given out to customers. As people self-quarantine, many are putting together puzzles that they might not otherwise try, especially ones with more pieces than they might have ever attempted.
At a time when people can't have familiar experiences from fast food chains and other establishments, brands are developing other ways to interact with loyal fans at home.
Branded Fast Food Puzzles
The Burger Puzzle from McDonald’s Belgium Forms a Giant Burger
Trend Themes
1. Low-tech Activities - Opportunity to create unique and engaging low-tech activities for people during lockdown.
2. Branded Puzzle Experiences - Opportunity for brands to create branded puzzles and activity books to keep customers engaged and entertained.
3. Creative Giveaways - Opportunity for brands to conduct giveaways of unique and limited-edition products to connect with customers during self-quarantine.
Industry Implications
1. Fast Food Chains - Fast food chains can explore the creation of branded puzzles and activities to engage with customers at home during lockdown.
2. Publishing and Entertainment - Publishing and entertainment industries can leverage the trend of puzzles and activity books to develop innovative and interactive experiences for customers.
3. Marketing and Advertising - Marketing and advertising agencies have an opportunity to collaborate with brands and create unique giveaways and experiences that promote customer engagement and loyalty.