burger king has removed artificial preservatives from its iconic whopper® sandwich and to market it, the company has created a time-lapse of a burger that goes from shiny and provocative to moldy and gross. ‘the beauty of real food is that it gets ugly,’ says burger king as it slowly shows the decay of the whopper.
screenshots taken from the above video, courtesy of burger king
burger king’s bold campaign comes as consumers keep on demanding companies to be more transparent about every element found on their food. created by ingo, david and publicis, the campaign, which shows how the whopper looks like 34 days after being cooked, is an ode to the super size me documentary which first alerted consumers of how these fast food products continue to look pristine after 10 weeks out on the counter.
’at burger king we believe that real food tastes better,’ said fernando machado, CMO for burger king parent company restaurant brands international on the official press release. ‘that’s why we are working hard to remove preservatives, colors and flavors from artificial sources from the food we serve in all countries around the world.’
project info:
name: the beauty of no artificial preservatives
type: ad campaign
company: burger king
authors: ingo, david and publicis
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This is ad is interesting, but terrible. The only context is “Day 01” and then time lapse. Is all that mold forming on day 1? More likely to gross me out than inspire me to eat it quickly. Throw in a “Day 02” to convince me that my food isn’t a gross storm already by the time I get back to the office. “Day 10” or something at the midway point.
It could be interesting to compare with the actual burger WITH conservatives
Jamie, quite right……most people eating fast food don’t have time to get to the end of the video….where it says Day 34!
thought this ad is inspired the recent news that a guy found out his Big Mac bought some 20 years ago still keep as new as before in his closet.