Today, Burger King revealed a global ad campaign to highlight the company’s newfound commitment to dropping artificial preservatives in all food products. While its good to highlight that your brand no longer will use preservatives, the results were rather gross and off-putting. Burger King’s Moldy Whopper shows a transformation of its famous Whopper from day 1 when the burger is assembled, to day 34 when the Whopper is a completely different color. The 45 second video is a time laps through the span of over a month showing the day to day change and color of the burger.
Over the course of the video, Diana Washington’s 1959 hit “What a Difference A Day Makes” is playing in the background. This helps paint a picture of the freshness of foods the company is now committing to. It’s great that more and more restaurants are using fresher foods and foods without preservatives, although, it should’ve been that way from the start.
The campaign launched across the United States and Europe and the no preservative Whopper is now available across 400 of its 7,346 U.S. locations. Burger King aims to use ingredients with no preservatives across all of its restaurants by the end of the year 2020. With that said, the burger company has announced that more than 90% of its food ingredients are free from colors, flavors, and preservatives from artificial sources. MSG and high-fructose corn syrup are also being removed from food products.
This bold move showing an ugly, moldy burger caters to the fact that Millennials also tend to favor foods with fewer to no artificial ingredients.
Of course, the fun has been had on Twitter. Fans and followers show mixed reviews about the campaign. The ad with the tagline, “the beauty of no artificial preservatives” has sparked some praise while others have expressed that their appetites have been lost.
Overall, the campaign has garnered mix reviews but also high praise for finally not using preservatives in the food products. The campaign is only a day old, so it will be interesting to see how it develops over the course of the next few months. I’m interested to hear your thoughts.
Fight on!
References:
- Alcorn, C. (2020, February 19). Burger King thinks moldy Whoppers will get you to buy more burgers. Retrieved February 19, 2020, from https://www.cnn.com/2020/02/19/business/burger-king-mold/index.html
- Durbin, D.-A. (2020, February 19). Burger King breaks the mold with new advertising campaign. Retrieved February 19, 2020, from https://www.spokesman.com/stories/2020/feb/19/burger-king-breaks-the-mold-with-new-advertising-c/
- Griner, D. (2020, February 19). Why Burger King Is Proudly Advertising a Moldy Whopper. Retrieved February 19, 2020, from https://www.adweek.com/creativity/why-burger-king-is-proudly-advertising-a-moldy-disgusting-whopper/
- Tyko, K. (2020, February 19). A moldy Whopper? Burger King launches campaign to highlight removal of artificial preservatives. Retrieved February 19, 2020, from https://www.usatoday.com/story/money/food/2020/02/19/burger-king-moldy-whopper-campaign-artificial-preservatives/4798987002/
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