As any foodie would tell you, a restaurant that is awarded a Michelin star or recognised in the Michelin “red Guide” is the gold medal of culinary recognition.
The Danish restaurant Noma regular tops the guide’s “best restaurant in the world” rankings and its burger has been acclaimed by the Michelin reviewers as the only five-star burger on the planet.
However, that appears to have peeved Burger King in Belgium who reckon its new Master Burger deserves the attention of Michelin reviewers, too.
In a new stunt via its creative agency, the Paris-based Buzzman, Burger King Belgium has unveiled a print campaign urging Michelin to have a taste of its new Master Burger.
In an open letter published in the press, Burger King Belgium CEO Kevin Derycke goes so far as to call out to the reviewers: “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?”
A petition has also been launced on Burger King’s social networks calling for the Master Burger to be included in the Michelin Guide. The campaign has already caught Michelin Guide attention on social media and one Belgian inspector has had a taste of the Master Burger.
The campaign is visible in the press, on social media and on billboards as well as through an PR activation inviting journalists and chefs to come and taste the Master Burger in one of the brand’s restaurants.
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