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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we discuss Burger King’s efforts to help independent UK restaurants grow their business amid lockdown 3.0.

Burger King has stepped up to the plate by serving its Instagram account to local restaurants on a platter, proving that the restaurant industry can work together when the chips are down.

Open to small businesses across the UK the offer will provide eateries with free social media advertising until they can reopen, providing a much-needed source of traffic at a time when many parts of the country are still in the grips of lockdown.

Explaining its act of generosity Burger King posted a tweet to its patrons saying "They need you more than ever!', before exhorting everyone not to forget their local restaurant the next time hunger pangs.

 

Not everyone was sated by the selfless approach however with freelance creative director Nathalie Gordon, tweeting her misgivings.

 

Such sentiments were shared by marketer Jerry Daykin, who couldn't help but note that an Instagram post to an audience of 30K without any location details was unlikely to rescue the stricken restaurant industry.

 

Burger King is no stranger to crossing the fast food divide, having previously called an informal truce by inviting Whopper fans to give their rivals at McDonald's and Pizza Hut a go at supporting the industry as a whole.

That gesture was widely praised for raising awareness of the difficulties faced by all food outlets by upending expectations.