Start a Conversation
Start a Conversation
The removal of 8,500 tons of artificial preservatives Globally is the equivalent of 38 Statues of Liberty per year. In most of Europe, big areas in the US and particularly in Sweden, BK has removed all artificial preservatives from its products. The brief was to tell this to the world. But since being much smaller than main competitor McDonalds and therefor having a lot less to spend on marketing, Burger King need to be smarter with every dollar they spend. BK broke the mold with something unpredictable: mold.
Fast food is full of claims. Fresher. Better. Natural. No one believes them anymore. We needed a way to turn a product truth into undeniable proof.
Instead of showing a perfect burger, we showed what time does to real food.
The Moldy Whopper turned a product reformulation into a brand act.
It moved Burger King from advertising food to demonstrating food quality.
It gave the brand a visual language that is impossible to own and impossible to ignore.
From talk shows to news, from social media to the world's biggest publications. The Moldy Whopper became a cultural moment.
The Moldy Whopper proved that radical transparency can build trust, change perceptions and grow sales.
A moldy burger became one of the clearest demonstrations of product quality in modern advertising.
