DAVID, INGO Stockholm & Publicis: Burger King's Moldy Whopper

Mouldy-Whopper

DAVID, INGO Stockholm & Publicis: Burger King's Moldy Whopper

A rule-breaking campaign with a clear and simple message – Burger King food has no preservatives

The food industry, particularly fast food, is full of additives. But over the past three years Burger King has removed 8,500 tons of artificial preservatives from their products worldwide. The brief was to tell this to the world.

So, against all industry aesthetic practices, the team launched an impactful campaign that featured the iconic Whopper rotting over a period of 35 days. This sent a simple and clear message to consumers and also the fast food industry – Burger King food has no preservatives.

The campaign generated a 14% sales increase, 8.4 billion impressions and $40 million in Earned Media Value – as well as an uplift in positive brand sentiment of 88%.
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