Mediaplus Group Wins Burger King®

The House of Communication becomes the House of the Whopper: Burger King® Germany has awarded its media account to Mediaplus Group. Starting January 2026, the agency group will take charge of media strategy, planning, and buying across Germany. In a multi-stage pitch, the Munich team prevailed over several competitors.

Munich, October 7, 2025 — Burger King® Germany has entrusted its media account, valued in the double-digit millions, to Mediaplus. In a competitive, multi-stage pitch, the Munich-based Mediaplus Media 1 team outperformed multiple rivals – with a strong guiding idea, a strategically designed media framework, innovative creative media activations, and above all, genuine passion.

That passion was already evident during the pitch itself. For one day, the House of Communication transformed into the “Home of the Whopper,” with everything centered on the brand – from tailor-made menus to digital messages at airports and train stations, all the way to authentic voices from communities identified by Mediaplus, who shared their perspectives on Burger King® Germany live.

“We immediately felt it: the Mediaplus team gives everything. 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,” said Yvonne von Eyb, Chief Marketing Officer of Burger King® Germany. “We were especially impressed by the passion and determination Mediaplus brought to the table.”

The strategy features a full-funnel media mix across video, audio, social media, mobile, DOOH, and display, complemented by regional activations at the point of sale. At its core lies a holistic framework with four distinct pillars. To position the quick-service restaurant brand as the “King of Communities,” Mediaplus analyzed values, attitudes, and behaviors to identify Burger King® communities with true growth potential. The “King of Data” represents the intelligent use of AI, insights, and tools. The “King of Occasions” builds communication not through sheer ad pressure but through meaningful moments and contextual relevance. Rounding out the strategy, the “King of Creativity” brings forward innovative creative media ideas developed by the Mediaplus Creative Collective as part of the pitch process.

“This wasn’t just any pitch – it was the one we absolutely wanted to win,” said Julia Ketterer, Managing Director of Mediaplus Media 1. “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.”