DDB wins Landmark's Max Burger account

A 45 year-old family-owned burger chain with 91 stores around Sweden, Norway and Denmark, Max Burger has established itself as a global (Quick Service Restaurants) QSR giant killer, beating the top US fast food giants year after year in blind taste tests.

Landmark launched the brand in UAE last month with outlets in Oasis Centre and Beach Road, Jumeirah - with more stores in the pipeline this year and plans to grow the business across the region.

Kieran Mallon, COO of Foodmark, Landmark's food and beverage division, believes that in Dubai's crowded QSR sector, Max Burger's advertising presence will play a huge role to establish the brand locally.

"Although Max Burger has proven itself in other markets as the leader on taste and value, Dubai has no shortage of dining options. We asked for big, stand-out ideas to lift our brand above the others and DDB delivered," he said.

According to DDB Executive Creative Director, Firas Medrows, Max Burger will offer a unique challenge in the UAE market.

"UAE is a nation of burger lovers and everyone already has their favourite. Our job is to encourage consumers to make the switch, which is a tough challenge in any category. Fortunately, the product has a great platform to work from and we have strong food and beverage experience to match," he said.