Burger King Austria "Fleischessen Goes Plant-Based"

Burger King is a prominent global fast-food chain, founded in 1954 in Miami, Florida. Known for its flame-grilled burgers and signature Whopper sandwich, Burger King has become synonymous with fast, convenient, and affordable dining experiences. With a vast network of restaurants worldwide, Burger King continues to expand its menu offerings and innovate in the fast-food industry, maintaining its position as one of the most recognizable and popular fast-food brands globally.

The guerilla campaign for Burger King Vegan presented provocative advertisements in a small village known in Austria for its name "Fleischessen," which means "Meat-eating" in German. The aim was to encourage people from traditional meat-eating regions to explore and discover vegan alternatives. The campaign had a bold message: it aimed to demonstrate that plant-based meat substitutes are just as flavorful as real meat by presenting them in an environment strongly associated with meat culture. The objective of the campaign was to challenge prejudices against vegan nutrition and to raise awareness of the diversity of plant-based diets.


David's was hired to capture the essence of the Burger King Vegan Guerilla campaign, from the initial setup of provocative advertisements in the quaint village of "Fleischessen" to the profound reactions of the local residents as they encountered the unexpected promotion of vegan alternatives.