McDonald’s Austria wanted to promote its new Low Carb Burger: A burger without the bun, replaced by salad leaves instead. With this new product, the company wanted to appeal to the growing number of health conscious / gluten intolerant consumers.

In order to advertise this new burger without bread, the well-known fairy tale of “Hänsel & Gretel” by the Brothers Grimm was used: A young brother and sister, who throw a trail of breadcrumbs as they walk deep into the forest, in order to find their way back home. However, as these crumbs get eaten by birds, they stray from the path and are drawn to a gingerbread house, inhabited by a cannibalistic witch who locks them up.

They outsmart the witch in the end, but the moral of the story and Low Carb Burger message remains: Good, if you can do without bread (and find your way back home).