Branding · Global · 2020
Burger King: The Moldy Whopper
To prove it had removed artificial preservatives, Burger King showed its burger rotting.
By Maer Media editorial teamPublished 4 October 20263 min readINGO Stockholm, DAVID Miami, PublicisBranding · Campaigns
- Brand
- Burger King
- Market
- Global
- Year
- 2020
- Category
- Branding
- Agency or team
- INGO Stockholm, DAVID Miami, Publicis
- Channels
- Print, outdoor, film, social
The context
Burger King had removed artificial preservatives from the Whopper in several markets. “No artificial preservatives” is a common, easily ignored claim.
‘No artificial preservatives’ is ignored unless shown.
The move
INGO Stockholm, DAVID Miami and Publicis made the product deliberately unappetising: a 34-day time-lapse of a Whopper covered in mould, with the line “The beauty of no artificial preservatives.”
How it was executed
- Filmed a Whopper decaying over 34 days in time-lapse.
- Used the most striking frames in print and outdoor.
- Paired it with a single line about the beauty of no preservatives.
To prove it had removed artificial preservatives, Burger King showed its burger rotting.
What happened Reported facts
The campaign won Grand Prix honours at Cannes Lions 2021 and generated huge earned coverage, though it also divided food-industry commentators.
Why it worked Maer’s analysis
Showing decay proved the claim better than words, and breaking the rule of always showing food at its best made it impossible to ignore.
What to take from it Maer’s analysis
- 01A claim is believed when it’s demonstrated.
- 02Breaking category rules gets attention, but must be anchored in a real change.
- 03Accept that a brave idea will split opinion.
Indian food brands can prove ingredient claims visually, as long as the change is real across the range.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Burger King; Cannes Lions 2021. Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Burger King.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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