In March 2023, Burger King took a bold step towards embracing plant-based cuisine. Over the course of a month, one of its establishments underwent a remarkable transformation, from a conventional restaurant to an entirely plant-based venue. This initiative was a celebration of the company’s commitment to a sustainable, green transformation.

Publicis was entrusted with overseeing the entire launch process, from planning the physical transformation of the store to executing media activation, managing the event, and handling public relations. The day commenced with a VIP tasting event in the morning, attended by Burger King’s partners, journalists, and notable figures in the food industry. This was followed by a live recording of the popular podcast “Då är vi igång,” where some lucky podcast fans were able to participate.

The collaboration between PR, media, and creative teams resulted in a highly successful and well-received event.