DAVID: Burger King Impossible Whopper

In the United States, animal farming is responsible for half of the carbon emissions released into the atmosphere, even if it is only responsible for 3% of the calories in our diet (LCA Impossible Foods 2019). When Burger King wanted to reduce the environmental impact of the Whopper, they turned to DAVID to help get meat-eaters to try something new.

The Impossible Whopper looks, smells and tastes just like a Whopper should. It's almost impossible to believe the plant-based patty delivers that same great Whopper taste with an 89% drop in carbon emissions.

The Impossible Whopper was Burger King's best-selling product in 10 years and for each plant-based burger sold there was a 89% reduction in GHG emissions compared to meat-based equivalents. The launch garnered 13 billion impressions which equated to $140m in earned media for the brand.

Who knew that helping the planet could taste so good?