Burger King 'censors' its burgers so Belgians don't get too excited about its drive-ins reopening

Latest effort by Buzzman comes as restaurant lockdown in easing in Belgium

Published On
Apr 23, 2020

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Restaurants in Belgium have been closed since March 12, but in the past few days, both McDonald's and Burger King have announced that they are opening up their drive-in outlets. 

To promote this to customers and whet their appetites ahead of the reopening, Burger King and agency Buzzman have posted images on social media of some of its sandwiches—but "censored" by placards so that customers don't get too excited before the drive-ins resume on April 23. 

"Drive reopening soon. In the meantime, let's avoid any frustration" says one placard, covering up the image of a Whopper. "No really. There's no point hurting yourself," says another. 

Buzzman's stunts for Burger King in lockdown have also included the Quarantine Burger in France, which gave customers helpful pointers on how to assemble a Whopper at home, and a homeschool focused app getting students to do math problems in return for Whoppers. Worldwide, the brand's efforts have included its Stay Home of the Whopper campaign, via FCB New York, which encourages fans of the brand to be "couch patatriots."


Apr 23, 2020
Client :
Burger King (Belgium)
Agency :
Kevin Derycke
Marketing Director :
Dirk Lammens
Marketing Manager :
Vic Dresen
Junior Brand Manager :
Sofie Couck
President and Executive Creative Director :
Georges Mohammed-Cherif
Vice – President :
Thomas Granger
Managing Director :
Julien Levilain
Creative Director :
Louis Audard
Creative Director :
Tristan Daltroff
Artistic Director :
Yvonnick Le Bruchec
Artistic Director :
Thibault Picot
Copywriter :
Yvonnick Le Bruchec
Copywriter :
Thibault Picot
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

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