Burger King helps parents punish their naughty kids with a toy-free meal

Campaign from Belgium gives parents the choice to give their offspring combos sans goodies

Published On
Feb 24, 2020

Editor's Pick

Not content with giving the world a moldy burger, Burger King is now trying to help parents discipline their kids.

In the brand's latest provocative talking point, designed for Burger King Belgium, agency Buzzman is launching an alternative to the familiar kids' menu that comes with a toy. The "Bad King Junior" menu is toy-free and is designed, says the brand, for badly-behaved kids. A cinema ad and a series of social media films featuring suitably naughty kids is promoting the menu. 

However, all this may be complicated by the fact that, over the Channel in the U.K., Burger King and fast-food rivals have been attacked for the amount of plastic toys they give away. In fact, last September, the brand even pledged to melt down its plastic toys in the U.K. in a sustainability push. 

A spokesperson for Buzzman said the campaign has no link with the environmental push in other countries—though what is happening in the U.K. and elsewhere does put a different perspective on "no toy as punishment." 



Feb 24, 2020
Client :
Burger King
Agency :
Kevin Derycke
Marketing Director :
Dirk Lammens
Brand Activation Manager :
Vic Dresen
Junior Trade Marketing :
Amandine De Maurissens
President and Executive Creative Director :
Georges Mohammed-Cherif
Vice – President :
Thomas Granger
Managing Director :
Julien Levilain
Creative Director :
Louis Audard
Creative Director :
Tristan Daltroff
Art Director :
Steven Daout
Art Director :
Rick Andersen
Copywriter :
Steven Daout
Copywriter :
Rick Andersen
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 TV Production :
Vanessa Barbel
TV Producer :
Saveria Besset
Film Production :
Cousines et Dépendances
Director :
Léo Grandperret
Producer :
Yann Girard
Post Production :

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