Ron Burgundy carries donuts and a 40 ounce beer in the Reddit picture (Picture: VacationJasom)

Anchorman 2: The Legend Continues has taken to Reddit in its bid to drive people to cinemas, posting a supposedly citizen-shot picture of Ron Burgundy picking up groceries in Conneticut.

‘Ron Burgundy came to my town today…with Dunkin Donuts and a 40’ the user ‘VacationJasom’ wrote alongside the image, who was quickly discovered to have zero other posts and had only opened their account two hours ago.

The marketer soon fessed up after probing from Redditors, commenting: ‘You got us! Don’t forget to see Anchorman 2 December 25th! And go see A Black Nativity too! We didn’t make that one but, come on, they’re going to need some help.’



The stunt suggests a slightly worrying trend in covert advertising, but on this occasion it was amusing enough not to annoy users of the social news site, with one writing: ‘Heck I still think this is good content. The pic is funny and the comments are probably gonna be pretty good.


‘This gets to the top and everybody wins. Seems like there must be some companies out there that have got this DOWN.’

Another added, quoting Burgundy himself: ‘I’m not even mad.’

The Will Ferrell-starring comedy sequel has seen a gargantuan promotional drive, including Ron shilling for car manufacturer Dodge, presenting real news and sport reports and even getting his own flavour of Ben & Jerry’s ice cream.