Going meatless in "Fleischessen"

BURGER KING® surprises the 32 residents of a little hamlet in Lower Austria – whose name literally translates to “meat eating” – with its own campaign for meatless burgers.

Fleischessen, August 2023. A small village with 32 inhabitants rose to sudden fame overnight last week. In “Fleischessen”, the restaurant chain BURGER KING® put on an advertising campaign for their plant-based burgers that the residents will not forget so quickly. The whole place was flooded with posters. An oversized drone even carried a banner saying “Fleischessen Goes Plantbased” through the air. The goal: All meat eaters throughout Austria should be convinced by the plant-based alternatives. The company is thus setting another signal against the above-average rates of meat consumption in Austria.

“At BURGER KING®, we have long since ceased to ask ourselves the question of normality. WHOPPER® and Co. are as normal plant-based as with meat. Our guests have the choice and decide according to their individual taste and preference. Fleischessen is the perfect place to create an appetite for the plant-based selections of BURGER KING® and to create an interest in the tasty alternative with a sensational promotion,” says Jan-Christoph Küster, Chief Marketing Officer of The Eatery Group, the Austrian master franchise of BURGER KING®. The majority of the 32 inhabitants of Fleischessen apparently found the promotion in good taste.

A year ago, the burger chain attracted attention with the campaign “Normal or with Meat” and the debut opening of a purely vegan restaurant at Vienna's Westbahnhof. Unlike its competitors, BURGER KING® offers every single main product as a plant-based variant as well.