The fast-food industry has been repeatedly accused of selling artificial food. Burger King wants to propose a global alternative: real food by removing artificial additives from all its products.

We launched the Moldy Whopper, featuring the iconic Whopper rotting through a period of 35 days. A simple and clear message to the industry, showing that our food has no preservatives. It might’ve gone against every convention, but it showed that mold could be a beautiful thing too. The campaign was executed in multiple platforms such as film, OOH, Print, and digital. It traveled the globe and was lively talked about in the real world bringing a discussion extremally relevant for real people and for the industry. The discussion landed well on the positive side.

Impact:

Sales: + 14%

Impressions: 8,4 Billion

Earned Media Value: $ 40 million.

Positive sentiment: +88%

High Quality ingredients perception: +26%

Visitation consideration: + 22%