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RAN IN: United States
Restaurant Brands International
Björn Ståhl, Executive Creative Director
Max Hultberg, Art Director
Magnus Ivansson, Copywriter
Simon Stefansson, Planner
Rickard Allstrin, Account Director
Mia Melani, Account Manager
Åsa Eklund, Final Art
Alexander Lundvall, Final Art
Stefan Kindgren, Tech Director
Bruno Bertelli, Global CCO
Eduardo Marques, CCO
Jorg Riommi, CCO
Pablo Dachefsky, ECD
Ivan Montebello, Art Director
Pablo Murube, Copywriter
The fast food industry’s reputation is built on artificiality.
Over the last five years, Burger King had been working hard to shatter this perception, ridding our food of artificial sources. By 2020, we'd finally achieved a 100% real version of the Whopper.
To break from the industry’s bad reputation, we’d confront people with something undeniable: REAL food shouldn’t last forever. Moldy Whopper did just that, breaking all the rules in food advertising.
Our bold move paid off:
Quality ingredient perception: +26%
Visitation consideration: +22.8%
Whopper sales: +14%
Total impressions: 2.9B