Description
For vegetarians, nothing is scarier than accidentally eating real meat. Together with The Vegetarian Butcher, Burger King has been refining its vegetarian alternatives for years. The taste and texture of the Veggie Whopper have now come so close to the original that it feels frighteningly real.
From that insight, Happiness launches “So Real, It’s Scary.” In the campaign, we see unsuspecting vegetarians who, after taking their first bite of a Veggie Whopper, panic for a moment thinking there’s real meat in their burger. That familiar shock reaction forms the basis of a unique outdoor & social Halloween campaign.
This professional campaign titled 'So Real It's Scary' was published in Belgium in October, 2025. It was created for the brand: BURGER KING Belgium, by ad agency: Happiness Brussels. This Digital, OOH Outdoor, and Print media campaign is related to the Food industry and contains 3 media assets. It was submitted about 1 month ago by Creative: Jarne Eetesonne of Happiness Brussels.
Credits
Agency: Happiness
CEO: Karen Corrigan
Business Director: Frederik Jonnaert
Account Manager: Aurélie Forissier, Morgane Juget
Head of Strategy: Frans Cuypers
Chief Creative Officer: Geoffrey Hantson
Creative Director: Frederik Clarysse, Marc Richard Vander Heyden
Associate Creative Director: Jarne Eetesonne, Manuel De Vos
Concept Provider: Brent Roofthooft, Florian Decoster, Thibaut Castaing, Gil Gauniaux, Katrien Potters
Head of Design: Dries Lauwers
Designer: Davy Van Lijsebeth
Head of Motion: Remke Faber
Motion Designer: Arthur Nunes
Videographer: Andrey Brunkowski
DTP: Loïc Lenoble
Client: BURGER KING® Belux
Head Of Marketing: Dirk Lammens
Marketing Team: Florence Blanckaert, Céline Van Mileghem
