Quick Answer
Burger King France’s “Sorry My Friend” campaign turns its Baby Burgers into the ultimate loyal companion, using witty OOH placements across the Paris metro.
A Playful Take on Loyalty
Better than a friend? A Baby Burger.
With its latest outdoor campaign in the Paris metro, BURGER KING France turns everyday friendship dynamics into sharp, relatable humor. The idea positions its Baby Burgers as the most dependable companions you could ask for—always present, always ready, no excuses.
Friends cancel. They forget. They borrow things and sometimes never return them. Baby Burgers don’t. Available in boxes of three or nine, they’re built for shared rituals: binge-watching nights, big matches, late-night cravings, or those end-of-the-month slumps when comfort food feels essential.
Launched in February 2026, the campaign reframes friendship through food, positioning Baby Burgers as the one “friend” who always shows up—no excuses, no mess, always ready to share. Created by Buzzman, the Paris metro activation transforms everyday commuting spaces into playful, culturally aware storytelling.
Humor Rooted in Cultural Insight
The line “SORRY MY FRIEND” reframes the snack as a reliable alternative to inconsistent human behavior. The joke lands because it’s grounded in truth. No drama. No unread messages. No dishes left in the sink.
It’s a product story told through cultural observation—simple, witty, and highly shareable.
Smart Placement in a High-Frequency Space
Running across the Paris metro network, the campaign benefits from repetition and proximity. Commuters encounter the visuals daily, reinforcing recall in a confined environment where attention is naturally focused on surroundings.
The format matches the product: small, direct, and easy to consume.
Built by Strong Creative Partners
Developed by Buzzman, orchestrated by Wavemaker, and executed with the support of Mediatransports, the February 2026 campaign proves that not every strong idea needs spectacle.
Running across the Paris metro network, the campaign benefits from repetition and proximity. Commuters encounter the visuals daily, reinforcing recall in a confined environment where attention is naturally focused on surroundings.
Sometimes, relatability is enough.
Because loyalty isn’t about grand gestures.
It’s about always showing up.
Summary
Launched in February 2026, the campaign reframes friendship through food, positioning Baby Burgers as the one “friend” who always shows up—no excuses, no mess, always ready to share. Created by Buzzman, the Paris metro activation transforms everyday commuting spaces into playful, culturally aware storytelling.
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FAQs
What is the “SORRY MY FRIEND” campaign about?
It humorously positions Burger King France’s Baby Burgers as more loyal and dependable than friends.
Where is the campaign running?
Across the Paris metro network through high-impact print OOH placements.
Who created the campaign?
The campaign was created by Buzzman, with media orchestration by Wavemaker and transit support from Mediatransports.
Why does the campaign work?
It combines relatable humor with strong product positioning and high-frequency commuter exposure.
FAQs about this campaign
What is the “SORRY MY FRIEND” campaign about?
It humorously positions Burger King France’s Baby Burgers as more loyal and dependable than friends.
Where is the campaign running?
Across the Paris metro network through high-impact print OOH placements.
Who created the campaign?
The campaign was created by Buzzman, with media orchestration by Wavemaker and transit support from Mediatransports.
Why does the campaign work?
It combines relatable humor with strong product positioning and high-frequency commuter exposure.
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