Burger King UK has thrown its Instagram open to advertise independent restaurants.
Venues are encouraged to share a picture of their signature dish with the hashtag #WhopperAndFriends, which Burger King will repost from its own account.
In a post, the burger chain said: "There's more to life than the Whopper. There's Roti King, Sultan's palace, Tayyab's, Eco, Dumplings Legend, Ochi's, Damak, Platzki… In short, there are many great dishes from thousands of restaurants that deserve to be as famous as the Whopper. As we head into Tier 3 across more parts of the country, it's clear independent restaurants need all our support.
"So, we've decided to give you a break from our burger pics and make our Instagram available to all these restaurants.
"Until they can reopen, they can advertise on our Instagram for free."
The brand has already reposted 200 Degrees Coffee in Nottingham and Takin' Care of Burgers in Leeds, with the tagline "Check out their account and show them your support!" It is reposting both static posts and stories.
The fast food giant made a similar gesture earlier this year when it started urging people to order from McDonald's, one of its biggest competitors, to ensure the continued employment of hospitality staff.
A post by Burger King's UK Twitter account said: "We never thought we'd be asking you to do this. Just like we never thought we'd be encouraging you to order from KFC, Subway, Domino's Pizza, Pizza Hut, Five Guys, Greggs, Taco Bell, Papa John's, Leon… or any of the other independent food outlets, too numerous to mention here. In short, from any of our sister food chains (fast or not so fast).
"We never thought we'd be asking you to do this, but restaurants employing thousands of staff really need your support at the moment.
"So, if you want to help, keep treating yourself to tasty meals through home delivery, takeaway or drive thru. Getting a Whopper is always best, but ordering a Big Mac is also not such a bad thing."