Burger King's marketing boss explains why its moldy Whopper ad campaign could actually pay off big time
of its flagship Whopper burger decomposing and getting moldy over 34 days to highlight its move away from preservatives and artificial ingredients.
The fast-food chain began improving the quality of its food since before Machado joined the company in 2014, he said. Burger King said it removed preservatives from the Whopper in most European markets and will roll out preservative-free Whoppers across the US by the end of 2020 — part of an industry trend toward natural and socially conscious foods.
"It requires a ton of work to validate that the changes you're introducing will be welcomed by the consumers and that it's feasible," Machado said. "And my job is to find a compelling idea that drives that point home. I have to make people care and make sure that it's an idea that's talked about."
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