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 Denmark, “Gourmet for the people” plays out as a classic relationship setup. A guy uses Burger King’s Gourmet range as the perfect excuse to sell in a “fancy dinner” and persuade his girlfriend to come along. She sees right through it, but goes anyway, because the burgers actually deliver on the gourmet promise. Premium taste, zero pretence.