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.
Image Credit: TBWA\Belgium