In February 2018, American action star Chuck Norris appeared at Hesburger in Munkkiniemi, Finland, to promote the fast-food chain's new mobile application. The marketing team sought a figure with global recognition and a strong connection to the entertainment world to endorse their app before it was advertised in movie theaters. Matias Mero, the CEO of Drama Queen advertising agency, reflected on the choice, noting Norris's reputation and popularity transcending age groups, further buoyed by the prevalence of memes depicting him.

Mero and his team worked diligently to secure a connection with Norris, who surprisingly did not require much persuasion to participate in the campaign. Mero described the alignment of circumstances that led to Norris's involvement as fortuitous; it seemed that the stars were aligned, allowing the collaboration to take place seamlessly. Security arrangements for the star's visit were notably stringent, as is typical in Finland. They coordinated with a security company to ensure Norris's movements were carefully planned and managed, including emptying an entire hotel floor for his accommodation.

The filming went smoothly, with Mero praising Norris's professionalism during the process. He remarked on Norris's intelligence and lack of diva-like behavior, indicating that the experience was positive for both the promotional team and Norris himself. This collaboration not only highlighted the Hesburger brand but also demonstrated the impact of using a globally recognized figure to connect with various demographics.