DDB Brussels and Ellis Gourmet Burger serve The Wrong Order

Ellis Gourmet Burger is the first burger restaurant in Belgium that launches The Beyond Burger. A burger without meat that looks, tastes and satisfies just like real beef. To launch the burger DDB Brussels came up with a hidden camera stunt. We served our unsuspicious clients wrong orders, in which we changed some of their food and drinks. But did they notice the difference?

Receiving a cup of coffee instead of a coke or fried squid instead of nachos? Very few people don’t react when there’s a mistake in their order. DDB Brussels and Ellis Gourmet Burger launched The Wrong Order, a stunt in which clients were pranked when receiving their order, the whole thing filmed by 7 hidden cameras.

Spoiler alert: Not every mistake has been caught out. The beef burgers were replaced by The Beyond Burger without informing the clients and none of the meat-eaters noticed the difference.

Makes sense, The Beyond Burger is an alternative to meat with the same taste and texture as beef.

Ellis Gourmet Burger decided to put The Beyond Burger on their menu for all clients who wish to avoid meat from time to time, but also to help meat-eaters who would like to become flexitarian.

Ellis thereby responds to a growing trend towards healthier food and a healthier lifestyle.

“More and more people opt for plant-based alternatives to meat and we would like to be the first to respond to that demand. Although meat alternatives aren’t new, the meaty taste is unparalleled. The Beyond Burger changes that.”, explains Thierry Canetta, Ellis Gourmet Burger’s CEO.

The Beyond Burger is also a full alternative for meat-lovers. They can now eat vegetarian food without having to compromise the taste. The average Belgian is and remains a carnivore though. That’s why, the classical hamburgers will stay on the menu. 

Want to try it out? Discover The Beyond Burger now in an Ellis Gourmet Burger restaurant near you.


Campaign: The Wrong Order – The Beyond Burger
Client: Ellis Gourmet Burger
Contacts: Joachim Verlinden & Julie Meyvis
Agency: DDB Brussels 

CD: Dieter De Ridder
Innovation Director: Naïm Baddich
Creation: Jolien Elegeert & Luc Shih
Strategy: Dominique Poncin, Maarten De Neve
Account: Maria-Laura Laubenthal
TV Producer: Erik Van Overloop
Designer: Sven Verfaille
DTP: Bernard Hermant

Production: Geronimo
Director: Jeroen Willekens
Executive Producer: Jasper Moeyaert
Producer: Dorien Matthys
DOP: Emanuel Vanderjeugd

PR: Porter Novelli

Media: Web & PR
Start date: 30.01.2019

About DDB Brussels

To solve our client’s business issues, we favor our people’s skills instead of the latest buzzwords. Bringing together our people’s talent in strategy, technology, creation and production under one roof results in "work that works”.

Our long-standing experience with people-focused brands (VW, IKEA, Studio Brussel, bpost bank, DKV, letgo, De Persgroep…) inspires an internal culture based on creativity & humanity. This helps us come up with creative business solutions that interact with how people behave today. Our solutions go beyond what is traditionally labeled as advertising and can propel a brand for years.

With a headcount of around 60 people, we are large enough to take up the most serious challenges, while remaining agile enough to respond in real-time to new opportunities.

DDB Brussels
Excelsiorlaan 75-77
1930 Zaventem