Buzzman and Burger King have cooked up this kooky idea to try and get a Michelin star.
Close your eyes and imagine the exceptional taste of the new Master Burger from BURGER KING® Belgium with its perfectly flame-grilled patty angus wrapped in a soft bun and carefully seasoned with a melting cheddar cheese and its old mustard and onions mayonnaise. Do you find it perfect? For us, it still lacks one last ingredient: a Michelin star.
That’s why BURGER KING® Belgium and Buzzman have decided to set out to conquer this particular distinction. And who better than the inspectors of the famous “Red Guide” to award it?
In an open letter published in the press, the CEO of the brand Kevin Derycke goes so far as to call out to the inspectors “How many places does your little red book have that serve exceptional dishes that are on the table in five minutes, and where you don’t have to book three months ahead?”
And to add to all of this a petition has been published on BURGER KING® social networks and is intended for the Michelin Guide. This campaign is visible in the press, on social media and on billboards as well as through an PR activation inviting journalists & chefs to come and taste the Master Burger in one of the brand’s restaurants.
President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Creative Directors Louis Audard & Tristan Daltroff
Art Director Margaux Hontang
Copywriter Melvin Berréhouc
Account Director Xavier Devaux-Landragin
Account Executive Quentin Seguret
Head of Social Media Julien Scaglione
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau