Brands tap into the jigsaw puzzle trend

Intense consumer demand for puzzles over the course of the Covid-19 pandemic has lately prompted brands to grab a piece of the puzzle pie. This marketing tactic is smart on these brands’ part, for it keeps their offerings top of mind for quarantined consumers while entertaining them during this prolonged period.


Busch Beer is giving Willy Wonka a run for his money with the brand’s latest golden ticket-inspired promotional contest. Busch fans can now purchase the Busch Light Medallion Puzzle, a 525-piece puzzle featuring Busch’s lumberjack spokesperson holding a can of Busch Light, for $30. Several of the puzzles depict the Busch Man holding a golden can of Busch Light, and fans that nab these lucky puzzles have the chance to win a $5,000 outdoor vacation, courtesy of Busch. In order to cash in on this prize, winners must complete their puzzle and post a picture of it on social media with the hashtags #BuschPuzzles and #Sweepstakes. What’s more, and in light of the pandemic’s effect on the travel industry, Busch will donate $5 from each puzzle purchase to tour guides from the National Forest Foundation.


McDonald’s Belgium teamed up with creative agency TBWA\Belgium to create 20 limited edition Burger Puzzles. Once completed, each of these 500-piece puzzles features a highly-detailed picture of McDonald’s iconic Big Mac. When designing the puzzle, TBWA\Belgium wanted to give the fast food brand’s European fans the chance to keep their favorite burger top of mind while some of the chain’s locations remain closed throughout Europe. In order to get one of these limited edition and highly-coveted puzzles, fans had to post the marketing effort to their Instagram story, tag @mcdonaldsbelgium, and share why they wanted their own Big Mac puzzle.


Back in May, Heinz dropped a 570-piece, all-red puzzle. This monochromatic puzzle was inspired by the brand’s iconic ketchup, and was originally released as a limited-edition offering strictly available via an online giveaway. Only 57 puzzles were initially made, representing the 57 varieties of Heinz labeled on each Heinz bottle. Luckily for fans of the condiment brand and puzzle enthusiasts alike, the Heinz Ketchup Puzzle has since been made available online at HeinzKetchupPuzzle.com. Additionally, Heinz is donating $10,700 to Feeding America, which will provide around 107,000 meals to those in need.