In France, Sunday lunch is a sacred tradition — a moment of togetherness centered around generous, shareable meals, often featuring roast chicken. A ritual deeply rooted in culture, it represents family, comfort, and conviviality.
To mark the launch of its chicken box, Burger King France, in collaboration with Buzzman, introduces a campaign that playfully challenges this well-established custom.
The campaign unfolds through two films directed by Nadège Loiseau. In each, families speak fondly and nostalgically about the importance of the traditional Sunday meal — while simultaneously abandoning it in favor of Burger King’s chicken box.
This deliberate contradiction creates a humorous tension: characters proudly defend a ritual they are actively breaking. The tone is knowingly ironic, embracing what the agency describes as “a perfectly unapologetic dose of bad faith.”
By subverting expectations, Burger King positions its offering not as a replacement, but as a new kind of tradition — one that fits modern lifestyles while still capturing the spirit of sharing.
CREDITS
Burger King France
Managing Director: Alexandre Simon
Marketing Director: Grégoire Champetier
Head Of Food & Family: Marine Levy
Marketing Family Manager: Elsa Faigenbaum
Product Managers: Manon Léonard, Gaëlle Charruault
Buzzman
Chairman & Creative Director: Georges Mohammed-Chérif
CEO: Julien Levilain
Managing Director In Charge of Strategies: Clément Scherrer
Creative Directors: Julien Doucet, Lilian Moine
Copywriters: Max Cossart, Hugo Piedfort
Associate Director: Loïc Coelho
Account Managers: Adrien Meunier, Nina Fernandes
Account Executive Assistant: Raphaëlle Gilles
Deputy Managing Director In Charge of Social Media: Pierre Guengant
Head Of PR & Communication: Paul Renaudineau
PR & Communication Manager: Marie Smid
Head of Production: Vanessa Barbel
TV Producer: Morgane Gaspar
TV Producer Assistant: Lou Ansermet
Head of Motion: Théo Berdrin
Motion: Mélanie Martin
Film Production: Divine
Director: Nadège Loiseau
DOP: Leo Schrepel
Producer: Céline Roubaud
Line Producer: Juliette Gaignault
Post-Production
Post-Producer: Jérémie Oiry
Editor: Edouard Mailheander
Colorist: Arnaud Giacomini
Sound Production: Schmooze
