Brand

Context

Full'r is a cloud kitchen burger brand in Sri Lanka that celebrates the right way of eating a burger – by making a mess! Landor developed a pro bono campaign to honor this ethos during the aftermath of Covid-19.

Duration 6 months

Credits Landor

Recognition One Asia Creative Awards ✺ Kyoorius Design Awards

Role

Product design ✺ Packaging ✺ Advertising

Dhruvil's passion for burgers earned him a spot on this burger campaign roster, where he co-crafted an influential narrative for a flavorful meal that involved developing a digital product that possibly overturned the global hunger crisis during WFH lunch breaks.

Context

COVID-19 gave rise to the Work-From-Home culture ✺ a new era in which employees spend their time in back-to-back online meetings with cameras on ✺ so they must eat lunch on screen.

5.7%

WFH jobs before the pandemic

17.9%

Rise in WFH jobs during the pandemic

Users

Dhruvil bantered with junior, mid-, and senior-level WFH employees ✺ all living independently but sharing a passion for burgers ✺ While they did shy away from chowing down on a juicy burger during an online meeting, they didn't hold back when dishing out their thoughts on the matter.

29%

WFH employees who block time on their calendars for lunch

62%

WFH employees who can't actually use it for a meal

70%

WFH employees who skip lunch at least once a week

Insight

Eating a burger is a messy affair, making it an unideal meal in a formal setting with your camera on.

－11%

Drop in lunchtime burger sales across the world

Challenge

How might we help Full'r bring back deliciously messy burgers back to the WFH menu ✺ and enable employees to eat like no one's watching?

Step 1 Scan the QR code using a mobile

The user should scan the QR codes on Full's packaging or posters to access instructions for this lunchtime hack. 

Step 2 Record yourself on a desktop

Using a desktop's front camera, the user should record themself as though they are actively listening in a meeting.

Step 3 Upload on Zoom/Google Meet

Once downloaded, the user should upload this recording as a virtual background in and block their front camera.

Step 4 Eat like no one's watching

With the decoy video playing in a loop, the user can sneakily sit back and indulge in their delicious burger.

Art Direction

By leveraging its relatability and familiarity, the online meeting template was integrated into the visual world, forming a strong sacred asset for the campaign. Additionally, inspiration was drawn from "The Office" for the ideal personality and aesthetic for compelling storytelling.

Packaging

Inspired by the online meeting invites, limited-edition packaging was introduced, which boosted audience engagement and strengthened brand perception. All packaging collaterals reflected the campaign's essence and sparked conversations, from burger boxes to sauce sachets.

Results

This campaign successfully addressed the challenges faced by Full'r during the work-from-home era ✺ and re-established burger lunches as a cherished part of people's calendars, impacting brand perception and transforming consumer experiences.

＋3700

QR Code scans

＋2500

Customers tried the hack

＋306%

Increase in orders

＋1900

New followers on Instagram

Learnings & Next Steps

✺ Introducing an element of play into solving real-life problems can effectively engage users and drive tangible results.

✺ Leveraging scannable technologies by incorporating QR codes on packaging proves how accessible tools can create meaningful experiences.

✺ It takes a village to win an award.

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