CLIENT: BURGER KING
AGENCY: DAVIDMIAMI
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2020

The Burger King brand has pulled a surprising, global, integrated advertising campaign showing its iconic Whopper sandwich covered in mold. Instead of featuring its product with the classic, flawless, and often perfect photographic style commonly used to showcase fast food products, the Burger King brand let its most iconic product rot to make a powerful statement: The brand has achieved a milestone by removing artificial preservatives from the Whopper sandwich, in most European countries and select markets in the United States. 

Additionally, the brand has removed colors and flavors from artificial sources from all core menu sandwiches and sides in those European countries and across the United States. From the bun to the freshly sliced onions, tomatoes and lettuce, and the 100% beef patty - the striking images show the real mold that grows on every piece of the iconic burger. The ads make a reference to the number of days that have passed since the sandwich was prepared, and a line reads, “The beauty of no artificial preservatives.”