Burger King wants a Michelin star

CEO publishes open letter to the elite restaurant surveyor saying its 'Master Burger' makes it worthy of the honor in Belgian campaign

Published On
Sep 30, 2020

Editor's Pick

Burger King is many things, but a Michelin-starred eating establishment is probably not one of them. Nevertheless, this hasn't deterred the fast feeder's Belgian arm to launch a petition asking Michelin to give it one.

Kevin Derycke, the Belgian CEO of Burger King, has published an open letter to Michelin, promoting its new "Master Burger," which contains melting cheddar cheese, bacon, arugula, mustard and onion mayonnaise as well as the flame-grilled patty. The letter, published as a press ad, asks the Michelin 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?”

Social posts are also appearing asking people to sign the petition to award Burger King a Michelin star, and Michelin itself has already responded on social, with one inspector trying the burger.

The campaign, by agency Buzzman, also includes billboards and a PR effort inviting journalists and chefs to come and taste the burger too. 


Sep 30, 2020
Client :
Burger King (Belgium)
Agency :
Kevin Derycke
Marketing Director :
Dirk Lammens
Brand 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
Art Director :
Margaux Hontang
Copywriter :
Melvin Berrehouc
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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