Consumers looking to occupy themselves during lockdown have turned to jigsaw puzzles, with sales for the classic game soaring by 300% during the pandemic. As such, brands are embracing the trend and creating their own puzzles. McDonald’s, for example, recently developed its own “Burger Puzzle”, a 500-piece homage to its most popular menu item. Heinz, on the other hand, took a tongue-in-cheek approach with its timepass by creating 570 identical red pieces to make up its signature slow-pouring ketchup in what is now being touted as the “world’s slowest puzzle”.
To promote its jigsaw, Heinz is giving away 57 different versions of the puzzle to consumers across 17 countries via Instagram. McDonald’s also turned to the platform for its mindbender, by hosting a puzzle giveaway based on fans who share a post promoting the game and tag McDonald’s Belgium. Both brands could reach record engagement by using Instagram, as it has one of the highest interactivity rates of any social platform, according to a Gartner report on the topic.
As consumers continue to look for entertainment in lockdown, brands of all industries should step up to the plate and answer their call.