Mediaplus Group wins Burger King Germany media account

Burger King Germany has appointed Mediaplus to handle its media planning and buying following a competitive, multi-stage pitch. The account, valued in the double-digit millions, will be managed by the Mediaplus Media 1 team based in Munich.

The agency prevailed against multiple competitors with a strategic and creatively integrated media approach centered on growth and brand relevance. During the pitch, the Mediaplus team transformed the House of Communication into the Home of the Whopper, creating a full sensory experience that reflected the brand’s energy and community focus.

Strategy built on data, creativity, and community

Yvonne von Eyb, Chief Marketing Officer, Burger King Germany: “We immediately felt it: the Mediaplus team gives everything. It went far beyond media in the traditional sense – it was a roadmap for growth, rooted in relevance, powered by insights, and driven by creative ideas. We were especially impressed by the passion and determination Mediaplus brought to the table.”

The partnership will implement a full-funnel media strategy across video, audio, social media, mobile, digital out-of-home, and display, combined with regional activations at the point of sale. The plan is based on four strategic pillars designed to position Burger King as the King of Communities.

Four pillars define the media framework

The King of Communities focuses on identifying and engaging consumer groups with the greatest potential for growth, based on shared values and behaviors. The King of Data represents the intelligent use of AI, insights, and analytics tools to enhance targeting. The King of Occasions creates contextually relevant communication moments rather than relying on volume-driven exposure, while the King of Creativity leverages bold, media-driven ideas developed with the Mediaplus Creative Collective.

A shared challenger mindset

Julia Ketterer, Managing Director, Mediaplus Media 1: “This wasn’t just any pitch – it was the one we absolutely wanted to win. Burger King is a brand ready to break new ground and embrace unconventional approaches. With this bold challenger mentality on both sides, we’re a perfect fit. Our goal is to continue expanding the Burger King community and to sustainably grow market share.”

www.house-of-communication.com

www.burgerking.de

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