Burger King - Moldy Whopper Campaign
Targeting - Consumers who prioritize natural, fresh ingredients in their food choices and those who value transparency and honesty from fast-food brands.
Core Theme of the Campaign -
The campaign challenged the industry norm of showcasing perfectly crafted food, opting instead for transparency about the burger's natural decay. It aimed to convey the message that real food is free from artificial additives.
About the
Campaign -
The Burger King Moldy Whopper campaign involved showcasing the natural decay of their signature Whopper burger over a 34-day period through a time-lapse video, emphasizing the removal of artificial preservatives.
Formula applied by the Campaign to elicit customer action -
Burger King aimed to promote the removal of artificial preservatives by revealing the visual transformation of a Moldy Whopper over time, emphasizing the use of fresh ingredients.
Business Title
A Look at
the Campaign
1. Burger King released a time-lapse video showcasing a Moldy Whopper's decomposition over 34 days.
2. The campaign emphasized the removal of artificial preservatives, highlighting the burger's natural decay.
3. The Moldy Whopper aimed to challenge perceptions of fast-food freshness.
4. Social media played a crucial role in spreading the campaign's message.
5. The visuals aimed to reinforce Burger King's commitment to using real, non-artificial ingredients.
6. The campaign sparked discussions on food transparency and preservatives in the industry.
7. Burger King collaborated with partners to achieve the time-lapse effect.
8. The Moldy Whopper served as a symbol of the brand's shift towards more natural and authentic offerings.