seagulls

In Varna, seagulls are as iconic as the beach itself. Every local knows the unwritten rule: never leave your food unattended. So when Burger King opened its first restaurant in Bulgaria's seaside capital, we didn't announce it with the usual "now open" message. Instead, we welcomed the brand through the city's most notorious food lovers. In a playful series of print and outdoor executions, seagulls steal nuggets, claim loaded fries as their royal feast, and dive fearlessly toward a Whopper. By turning a familiar local behavior into the launch campaign, Burger King instantly became part of Varna's culture—because if even the seagulls can't resist it, everyone else is already too late.