BMO, short for “bun with cheese,” began as big-city bakery code before becoming a nationwide obsession. So, we took Denmark’s favourite abbreviation somewhere new.

From bakery counter to flame grill, “bolle med ost” became “burger med ost”: a flame-grilled burger loaded with cheese from West Jutland and a generous helping of béarnaise.

And who better to bring it to life than Umut Sakarya, the unofficial King of béarnaise? Cast as a slightly unhinged food consultant, he gave the campaign exactly the obsession, appetite and charm it deserved.