Michel Sarran usually serves critically acclaimed dishes at his flagship Michelin-starred restaurant in Toulouse, France, the place his consideration to element and the eating expertise are each legendary.
However what would occur if the chef confirmed up in a wholly completely different surroundings, taking his outsized expertise to a quick-service restaurant like Burger King France? The primary and maybe most necessary outcome: Gourmand burgers at the moment are out there, made with elements and mixtures not usually discovered on a fast-food menu.
And second, there are additionally shocked staff and confused shoppers who aren’t ready for Sarran’s exacting requirements, in line with a cheeky advert marketing campaign from Buzzman.
The marketing campaign launched with a 30-second TV spot and two 30-second movies shared on-line. One reveals Sarran in a Burger King attempting to get the perplexed workers to comply with the French kitchen brigade system and reply his requests with “sure, chef.”
Employees are exasperated by his orders, from how lengthy the buns needs to be toasted—16 seconds, not 15—to how the arugula needs to be positioned on the burger. Everybody rolls their eyes when he says, “I wish to really feel emotion within the plates.”
As for patrons who wish to personalize their orders, skipping the arugula or including additional cheese? “Non,” says Sarran, who calls for that his burgers be served precisely as he designed them.
The marketing campaign additionally incorporates out-of-home components exhibiting unfavourable suggestions from Sarran on the advertisements’ visuals, the place he asks Burger King to shrink its brand and make the sandwich greater. Due to his temperament, it is likely to be a great factor when Sarran leaves subsequent month, the advertisements recommend with a wink.
“When Burger King got here to us with this collaboration proposal, the very first thing we imagined was this connoisseur chef in the course of a fast-food chain’s kitchen,” Buzzman artistic administrators Julien Doucet and Lilian Moine instructed Adweek. “This picture, this discrepancy, instantly made us giggle. We needed to maintain this incongruity all through the marketing campaign, whereas including the calls for of a chef who sticks his nostril in all places, even in prospects’ burgers. In the long run, I believe the originality of the marketing campaign lies within the Burger King staff members, the harassed prospects and the insufferable Michelin-starred chef.”
