Burger King isn’t entrenched in fast food culture Belgium yet. It’s the new kid on the block, having launched only in 2017. But it intends to be the star of fantasy football this season and Happiness Brussels, an FCB alliance has devised an ingenious way to make that happen.
Thanks to new technology and the advancement of in-game features for 2025, football fans can create their dream team with current or fantasy players, and commentators will now announce the names of all players – no matter whether they’re a huge star or on the bench of the last division team.
Happiness Brussels and Burger King Belgium have capitalised on these new features to make the famed burger brand’s name mentioned in games time and time again – by encouraging gamers to use players with the same name as the brand.
The activation, #BurgerToKing, invites football fans to create a squad with players called “Burger”, “Berger”, or “King” and pass between themselves, prompting the commentator to constantly shout “Burger!” and “King!”. The brand is encouraging users to score goals from Burger to King and share these moments on social media with the hashtag #BurgerToKing, to receive a coupon for a free Whopper.
Dirk Lammens, head of marketing at Burger Brands Belgium, explained,“Burger King is a relatively young brand in Belgium. We’ve only been around here since 2017. With this activation, we’re able to engage with the local gaming community in an authentic, bold, and playful way, and help claim our place in culture.”
Geoffrey Hantson, chief creative officer at Happiness, an FCB alliance, added, “Brands have been trying to enter the world of gaming for years, but it turns out that Burger King has been there all along… with players called Burger and King. We’re happy to bring this to life with this activation”
How it works:
- Players create their own team with both male and female players named Burger and King. They can do this in any game, with any player.
- Score a goal with a player called Burger, assisted by a player called King, upload a clip of the goal with the hashtag #BurgerToKing to social media, and receive a coupon for a free Whopper.
The campaign launched in Belgium with six of the country’s biggest football streamers on TikTok and Twitch, including @JoaquimBlaze, @RSCL_ShadooW, @rigortv @riedley, @sjipoepii, @toobzster.
Credits
Client: Burger King
Marketing Director: Dirk Lammens
Brand Manager: Céline Van Mileghem
Agency: Happiness, an FCB Alliance
CEO & Executive Creative Management: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Global Creative Partner: Danilo Boer
Global Executive Creative Producer: John Bleeden
Creative Director: Frederik Clarysse
Creatives: Jarne Eetesonne, Manuel De Vos
Global Art Director and Designer: Vitor Hugo Favero
Account Director: Nathalie Duchatelet
Motion Design: Remke Faber
Design: Dries Lauwers
Community management: Margaux Gérard
Managing Director: Hans Smets
Strategic Director: Frans Cuypers
Business Director: Barbara Devaux
