What if a kids’ Burger King meal came with something other than a toy?
For France’s National Day Against Bullying, Burger King and agency Buzzman have launched a hard-hitting campaign that transforms the brand’s iconic King Junior menu into a tool for awareness.
In the campaign film, a child unboxes his meal with the usual excitement, nuggets, fries, drink… until he discovers something shocking: a tear gas canister, a taser, and brass knuckles. The brutal, absurd twist exposes a harsh truth, for too many kids, violence isn’t a game.
Rather than offering pretend playthings, Burger King is offering real help. For the fifth consecutive year, the brand is renewing its partnership with Les Papillons, a French non-profit that supports children facing violence and bullying.
On November 6, 2025, all proceeds from the King Junior menu will be donated to the association to fund new Papillons Mailboxes, safe drop-boxes installed in schools and sports clubs where children can confidentially share what they’re going through.
With this campaign, Burger King reminds us that protecting children isn’t about toys, it’s about listening and taking action.
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