Creativity

Burger King Wants You to Take a Chance on a 'Mystery' Burger

Unbranded White Boxes Keep Contents' Identity a Secret in French Campaign

By Emma Hall. Published on Aug 29, 2017

Editor's Pick

A young couple sit closely together in a hospital room, peering anxiously at the ultrasound screen and waiting for the scan to reveal the identity of their precious new love.

The nurse indulgently asks, "Is it your first?" and the couple nod eagerly. But what appears on the screen is not a boy or a girl - it's a burger.

Burger King France has launched a Mystery Burger promotion with agency Buzzman, selling unbranded white boxes labeled only with a question mark. For two euros ($2.4) and until Sept. 25, customers can try their luck and take home one of ten different burgers picked at random. (A regular Whopper costs four euros.) The idea is to encourage people to rediscover the full range of Burger King products.

In the ultrasound room, the nurse declares the contents to be a Classic Whopper, before changing her mind. "It's a Steakhouse," she says, "Do you see the bacon jutting out?" The couple are elated, until she changes her mind and says that it's not bacon, it's cheese.

The ad finishes with the line, "The only way to find out which burger is in your Mystery Burger is to open it." Buzzman's film will be seen on TV and online, and backed up with out of home advertising.

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About

Credits

Date
Aug 29, 2017
Agency:
Buzzman
Client:
Burger King
Marketing Director:
Béatrice Roux
Marketing Project Manager:
Bérénice Charles
Marketing Project Manager:
Stéphanie Peguet
Marketing Project Manager:
Clémence Le Tannou
Marketing Project Manager:
Carole Rousseau
Marketing Project Manager:
Marine Dupas
President:
Georges Mohammed-Cherif
Executive Creative Director:
Georges Mohammed-Cherif
Vice President:
Thomas Granger
Associate Director:
Julien Levilain
Creative Director:
Jean-Christophe Royer
Art Director:
Julien Doucet
Copywriter:
Lilian Moine
Art Director Assistant:
Thibault Picot
Copywriter Assistant:
Rayene Ait Tahar
Account Director:
Pierre Guengant
Account Manager:
Loïc Coelho
Account Executive:
Clémence Gateau
Account Executive Assistant:
Antoine Boizeau
Strategic Planning:
Julien Pacull
Head of Social Media:
Julien Scaglione
Social Media Manager:
Marie Le Scao
Social Media Manager:
Elise Lassimoulie
Head of PR & Communication:
Amélie Juillet
PR & Communication Assistant:
Victoria Morin
PR & Communication Assistant:
Kenza Bennani
Head of TV Production:
Vanessa Barbel
TV Production:
Géraldine Bourguignat
Production:
Bollywood
Director:
Jan Boon
Post Production:
Firm

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