DAVID: Burger King Impossible Whopper

Impossible Whopper

DAVID: Burger King Impossible Whopper

Challenging meaty norms

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?

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