Burger King - The Moldy Whopper (Case Study) | Campaign

1. BACKGROUND

The food industry, particularly fast food, is full of additives and this I widely talked about around the world. But the last three years Burger King have removed 8,500 tons of artificial preservatives Globally. That’s the equivalent of 38 Statues of Liberty per year. In most of Europe, large parts of the US and particularly in Sweden, BK has removed all artificial preservatives. The brief was to tell this to the world, but also give an important message to the fast food industry. Burger King showed its iconic Whopper molding for up to 35 days. Campaign traveled the globe and was lively talked about in the real world.

2. DESCRIBE THE CREATIVE IDEA

BK launched a campaign that included" The Moldy Whopper", featuring the iconic Whopper rotting. The hub of the campaign were beautiful images showing different stages of the Whopper molding during up to 35 days, executed in multiple platforms, film, OOH, print, digital in different shapes, sizes and in various countries.

3. DESCRIBE THE STRATEGY

Burger Kings main competitor McDonalds are three times bigger, and have a much bigger advertising budget. Burger King have to depend on a smarter use of their advertising dollars to bridge the gap.

Every fast food brand showcases their burgers the same way: juicy, beautiful, and over-produced photographs. As a result, it can be hard to believe that the food in those photos are real. So BK launched The Moldy Whopper", featuring the iconic Whopper rotting through a period of up to 35 days.

4. DESCRIBE THE EXECUTION

The campaign was executed in multiple platforms such as a 45 sec film, OOH, Press and digital, in multiple countries around the globe, such as Sweden, Denmark, Norway, US, Mexico, Brazil. The campaign started the 19th of February 2020.

5. LIST THE RESULTS

The Moldy Whopper traveled the globe and was lively talked about in the real world, reaching its targets, ie changing perception of the quality of Burger Kings food and increase consideration to visit.

- The discussion landed well on the positive side:
- Sales: + 14%
- Impressions: 8,4 Billion
- Earned Media Value: $ 40 million.
- Positive sentiment: +88%
- High Quality ingredients perception: +26%
- Visitation consideration: + 22%

Credits:
- Client: Burger King
- Agency: Ingo; David Miami; Publicis
- Awards: Grand Prix/ Titanium at the Cannes Lions 2020 - 2021

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