burger king cuts artificial preservatives and creates a moldy ad to announce it

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