The brief

For one gloriously greasy night, The Bob’s Burgers Movie turned a London venue into a full-blown burger bonanza.

As someone who’s watched every episode of Bob’s Burgers more times than I’ve had hot dinners, this was a medium-rare, mustard-slicked dream.

The London premiere of The Bob’s Burgers Movie was a burger-flipping carnival of chaos, joy, and perfectly medium-rare humour.

My job was to write the copy that would live on photo walls, burger-themed games, props, signs, menus, and drinks stalls, and make sure every line was both funny-ha-ha and funny-I-need-to-take-a-picture-of-this-right-now.

As a lifelong Bob’s Burgers fan (I’ve watched every season. Thrice.), this gig was a brie-m come true.

Bob’s ain’t just a show, mate. Hooooh no. It’s all tone. Dry. Endearing. Absurd. Weirdly wise.
I studied the show’s rhythm, rewrote lines ‘til they felt Belcher-approved, and gave every sign, game, and activation the voice of a character you’d want to have a drink with.

My philosophy: if you’re going to entertain people, don’t just look like a good time. Sound like one.

Bob’s is allllllll tone. So I took a deep breath, channelled my inner Tina, and wrote.

The copy

Here’s a small taste of some saucy one-liners I cooked up for the event.

• Take a pitcher, it’ll last longer - used by the drinks stand; got laughs, Instagrams, and actual compliments from people queuing.

• The shy’s the limit - slapped across the burger-throwing coconut shy.

• Bun appetit - simple, tasty, everywhere.

• Don’t go bacon my heart, I couldn’t if I fried - heartbreaker of a pun, tucked into the snack table.

• Whiskey? Risky. - cocktail corner, where Linda energy was high.

• Grillin’ me softly with these buns - possibly too steamy for a PG rating. Used anyway.

• You mayo know greatness when you taste it - condiment bar, because the details matter.

• Fries before guys (and gals—no burger left behind) - inclusive. Potato-forward. Perfect.

• Suns out, Buns out — works best if said in Gene’s accent.

I could’ve gone on forever with these… a few more to go…

• The shy’s the limit.

• Whiskey? Risky.

• Hit Me Baby One More Thyme

• Relish today, grill tomorrow.

• The shy’s the limit.

• Grillin’ me softly with these buns

• Don’t go bacon my heart, I couldn’t if I fried

• Patty like it’s 1999

• Butter late than never

• It’s a brioche-come-true moment

• Keep calm and char on

• We’re on a roll!

• Fries, fries baby—dun dun-dun-dun-dun-dun.

Every line was designed to reward people for reading it. Quick-hit entertainment in every corner. A full sensory storytelling experience.

The result

The premiere was packed, the photos were punchy, and the guests were actually quoting the signs back.

The words didn’t just sit on the walls, it joined the party. People took photos. Shared the lines. Tagged the film. Laughed. Engaged. Stayed longer. Ate more. Drank more.

This was a great event, and much more than just being on brand, it was about showing what happens when copywriting goes beyond the caption, and becomes part of the experience.

Why it worked

• Fan-first writing: I know the Bob’s Burgers universe inside-out, so the jokes felt like they belonged.

• Photogenic phrasing: Every line doubled as a photo-op. People don’t share logos, they share moments that make them chuckle.

• Voice-matching mastery: I matched the show’s unique humour, equal parts oddball, heartfelt, and hungry.