Fast food meal boxes have traditionally been marketed for children, but it’s fairly clear that a Valentine’s Day campaign mounted by Burger King’s Israeli arm is skewing much, much older. Beginning Tuesday at 6 p.m., the Home of the Whopper will be distributing meal boxes that come with a free adult novelty toy.
The campaign—dreamed up by ad agency Leo Burnett Israel—is taking an obvious cue from the cultural preoccupation with the 50 Shades of Grey film series. (The latest, 50 Shades Darker, opened February 10.) Each meal box will contain enough food and entertainment for a couple: two Whoppers, two orders of fries, two beers, and one gift that would normally be purchased at a store with blacked-out windows—a blindfold, massager, and tickle feather will be randomly inserted.
The chain is clearly hoping the provocative promotion will net them some unexpected attention on Valentine’s Day. A similar—though far more innocent—stunt was pulled back in 2005, when White Castle offered candlelit, waitstaffed service for romantics.