VICIO Burgers Signs Ferran Torres, 2026 World Cup Winner, to Cover His Face With a Burger

Sep. 23, 2026

Brands spend millions signing celebrities to front their campaigns. But what happens when the celebrity becomes more famous than the product, they're supposed to sell? VICIO has decided to do the exact opposite.

In its latest campaign, created by Fuego Camina Conmigo, the burger brand has signed Ferran Torres, the Spanish footballer who scored the winning goal at the 2026 World Cup, only to hide his face behind a burger.

The idea is simple: if the product is the real star, why should anyone else steal the spotlight? Rather than relying on Torres' fame to sell burgers, VICIO uses his presence to make a statement about its product obsession. Even one of football's biggest names comes second to a good burger.

“Covering Ferran Torres' face with a burger is probably the stupidest idea we've ever had at Fuego. Which is exactly why we had to do it,” says Uri Fernández, Executive Creative Director at Fuego Camina Conmigo.

The campaign challenges the traditional logic of celebrity endorsements, where brands pay for famous faces that often end up overshadowing the products themselves.

Dani Manero, Chief Brand Officer at VICIO explained:

“The campaign is a classic example of making something difficult look easy. Very few brands can put a burger in front of a national icon's face, and VICIO is one of them. It was the idea that best answered the brief and captured VICIO's tone, while also poking fun at campaigns where the talent overshadows the product."

 

With this new collaboration, VICIO and Fuego Camina Conmigo continue to surprise and dare the advertising conventions through humor and irreverence. VICIO may have signed Ferran Torres. But the real star is still the burger.