Burger King's new ad campaign features the brand’s flagship sandwich decomposing over the course of a month to show what happens without artificial ingredients
ingredients.And for Burger King, that’s the point.
So why would Burger King brave let its beloved Whopper brave the elements to something that isn’t even the least bit appetizing? It’s to show what happens when a burger doesn’t use artificial ingredients, colors or flavors. According to Machado, the bold campaign—a collaboration between several agencies partners—was at least in part inspired by the internet phenomenon of people taking photos and videos of burgers that are so filled with fake ingredients that they don’t mold. He also mentioned videos of six-year-old fries that haven’t decayed, so he knew that a purposely moldy burger would get attention.
Because mold grows at an inconsistent pace, Burger King and its agency partners had Whoppers decomposing in several places for several months—Sweden, Miami, Spain—to make sure they were getting consistent results. That way, just like grilling a perfect burger, the mold could be made just right. And while the time lapse of the burger in the main ad is the same one beginning to end, Machado said accompanying print and out-of-home campaigns show a variety of moldy Whoppers.
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