Burger King has launched a new menu item called the Masters Raclette Party, featuring three raclette recipes: Ail des Ours, Poivre, and Fumée. Raclette is a Swiss dish where a wheel of cheese is melted and then scraped onto potatoes or other accompaniments. This campaign, created by the advertising agency Buzzman, draws inspiration from the Cooper's Hill Cheese-Rolling and Wake, a quirky English event where cheese wheels are rolled down a steep hill, and participants race after them. The event, which takes place annually in Gloucestershire, has become a symbol of local tradition and eccentricity. To promote the new menu, Burger King released a series of short films in 10, 20, and 30 seconds. These videos, which have been shared on social media platforms since October 2 and later aired on television and VOL (a Dutch media platform) starting October 6, feature playful and humorous visuals that tie the raclette theme to the cheese-rolling event. The campaign blends humor with the idea of a "race" against time to enjoy the meal, echoing the spirit of the original event. The Masters Raclette Party is available at Burger King locations across the country until November 23. This limited-time offer aims to attract customers looking for a unique and seasonal dining experience. The promotion highlights Burger King’s strategy to engage with consumers through creative and culturally inspired campaigns that stand out in a competitive fast-food market. The campaign has received positive feedback from both customers and media, with many noting the clever connection between the raclette dish and the cheese-rolling event. While the promotional films are lighthearted, they also reflect a broader trend in advertising to use local traditions and quirky events to create memorable brand experiences. This approach not only entertains but also helps to build a stronger emotional connection with the audience.