Recently attacked by a McDonald’s Belgium outdoor advertising panel near their new restaurant,
BURGER KING® Belgium responded… in their own way! The campaign, visible until August 6, is signed Buzzman.

A few days ago, BURGER KING® Belgium was surprised to discover that McDonald’s Belgium was installing an outdoor advertising panel right next to its new restaurant in Brussels asking customers if they preferred to be “served by a King or served as a King”…

A great opportunity for the King of WHOPPER® to meet his historical competitor, through a giant panel on the front of his new restaurant: “Why try to roast when you can’t even flame grill?”
By playing on the double meaning of the word “roast”, BURGER KING® Belgium reminds McDonald’s Belgium that it’s never a good idea to rib the king of the flame…

With this outdoor advertising, visible until August 6, BURGER KING® Belgium displays what the brand’s fans are looking for, above all: the unique taste of flame-grilled.

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Founded in 1954 in Miami, BURGER KING® welcomes more than 11 million clients each day, all around the world, thanks to a unique concept : flame-grilled beef, fresh ingredients, generous and customizable burgers, and above all a legendary product : the WHOPPER®.

In Belgium, BURGER KING® is part of BURGER BRANDS BELGIUM®, who also owns Quick. BURGER KING® restaurants opened in 2017, there are now 32 on the Belgium territory.


Buzzman, voted “Best International Small Agency of the Year award in 2011” by Ad Age and “Agency of the year” at the Cristal Festival in 2013 and 2016, “Agency of the year” at the Effie Awards France 2016, “Most Creative Agency” in 2016 and elected by advertisers “New Model of Creative Agency” in 2017 at the Agencies of the year Award, is an independent advertising agency creating innovative concepts that go beyond traditional advertising.
In 2016, Buzzman created Productman, its innovative department dedicated to the creation of products or services intended to be commercialized.
Winning for several consecutive years at international well-known festivals (Cannes Lions, Eurobest, EFFIE, Clio Awards…) as well as nationals, Buzzman is recognized as one of the
most creative agencies in Europe, with clients such as BURGER KING in France and Belgium, IKEA, OUIBUS (SNCF), Boursorama Bank, Mondelez (Oreo, Milka, Tassimo & Belvita), easyJet, L’Oréal (Puma Fragrances, Garnier), Huawei, NRJ Mobile, Mumm, PayPal, Système U, DPD France, Delsey, Allo Resto By Just Eat, BMW…


CEO Kevin Derycke
Marketing Director Dirk Lammens
Brand Manager Vic Dresen


President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Creative Directors Louis Audard & Tristan Daltroff
Copywriter Clément Scherrer
Account Director Xavier Devaux-Landragin
Account Executive Quentin Seguret
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Rights Management Dee Perryman
Head of Production Vanessa Barbel
Producer May Pham
Photographer Sarah Bastin