Ice Burger

To launch its Ice Burger, Burger King France and agency Buzzman teamed up with pastry chef Clément Chasneau—or so the audience was led to believe. The campaign's twist reveals that the so-called pastry chef is actually a Burger King crew member, challenging the conventions of haute pâtisserie with a simple message: you don't need to be a great pastry chef to create a great dessert.

Directed by Alex Masson, the campaign combines a humorous film with an OOH campaign and social media activations. By blending culinary prestige codes with the authenticity and irreverence of its restaurant teams, Burger King turns the launch of an unconventional dessert into an entertaining brand story.

Following an initial test in the Paris region, Burger King France rolled out its Ice Burger nationwide on September 8, 2026, expanding its unconventional dessert concept to restaurants across the country.

Developed around the brand's iconic burger format, the Ice Burger combines a warm brioche bun with vanilla ice cream and indulgent toppings. The launch features two versions: Nutella with caramelized hazelnuts, and Lotus Biscoff with speculoos sauce and biscuit pieces.

The campaign supports Burger King's broader ambition to establish the brand as a destination for desserts and afternoon indulgence. By transforming a familiar savory format into an unexpected sweet experience, the brand brings its signature irreverence and appetite appeal to a new consumption occasion.

The national rollout builds on the product's earlier regional testing, making the Ice Burger a central part of Burger King France's 2026 dessert strategy.