To build awareness for Burger King’s premium Gourmet range in Denmark and Sweden, we pulled gourmet down to earth and made it accessible. Instead of white tablecloths and fine-dining rules, we framed gourmet as what it should be: quality ingredients and bold flavour. With humour and self-irony, the campaign teases “gourmet guys” and turns the gourmet moment into something everyone can enjoy.

In Sweden, “Gourmet for the people” meets the “Östermalm police.” The characters are furious that a fast food restaurant would dare to serve gourmet, until the temptation becomes too much and they start eating it in secret. As the films build, their snobbery cracks completely, and in the final film they embrace it and invite their friends for the Burger King Gourmet experience.