Johnny’s Burger Company, founded in 2011 by Tarek Cherkawi, is the fastest-growing hamburger take-away and delivery franchise in the Netherlands with over 50 locations. The Boef Burger was developed in collaboration with Dutch rapper Boef, featuring a black bun, 200g beef patty, Doritos, jalapeños, lettuce, cheddar, and samurai sauce. Launched on March 16, 2024, it was available for a limited time at Johnny’s Burger and O’Tacos restaurants nationwide.

Spark nationwide FOMO (fear of missing out) and create massive buzz across the Netherlands for the launch of the “Boef Burger,” a special limited-time creation by rapper Boef in collaboration with Johnny’s Burger.

We managed the campaign from end to end: social strategy, concepting, content creation, daily social management and website development.

To extend the campaign beyond digital, we also designed the full physical brand experience, including packaging, boxes, and bags, ensuring every detail carried the Boef Burger identity. Importantly, while the launch appeared to be spontaneous and organic, every step from Boef’s personal deliveries to the online roll-out, was carefully scripted and managed by us to maximise cultural impact.

The campaign went fully viral, dominating both social media and national press. Searching “Boef Burger” brought up features across multiple outlets. During the initial test in The Hague, where Boef himself delivered orders, demand far exceeded expectations: more than 500 burgers were sold instead of the anticipated 200. The launch became a cultural moment in the Netherlands, with the Boef Burger firmly cemented as one of the most talked-about food drops of the year.