Burger King’s “Moldy Whopper,” which highlighted its efforts to eradicate artificial ingredients, has swept the board at creative award shows in 2020, just last week winning a Black Pencil at D&AD.
Now, it’s following it up with another campaign with the same message, this time on its packaging, as it rolls out its artificial ingredient-free Whoppers across all of the U.S. (It’s also expanding use of real ingredients to Canada, Indonesia and other global markets). Previously, they were only available in selected markets.
The work, by David Miami, places the Whopper “recipe” front and center on a redesigned Whopper sandwich wrapper for a limited time, emphasizing that all it contains is the patty, bun, tomatoes, lettuce, mayo, ketchup, pickles and onions.
While perhaps not as eye-grabbing as “Moldy Whopper,” the design puts the message directly in front of consumers as they try the product. It’s also accompanied by a new spot featuring enthusiastic customers talking about what they love about the Whopper’s ingredients.
In the U.S., 85 percent of the Burger King permanent food menu is now free of colors, flavors, and preservatives from artificial sources, and the brand aims to achieve 100 percent by the beginning of next year. “We know that real food tastes better and are working hard to remove all preservatives, colors and flavors from artificial sources from the burgers and food we serve in all countries around the world,” said Fernando Machado, Global Chief Marketing Officer, Restaurant Brands International. “Through our Restaurant Brands for Good framework we are committed to doing the right thing and continuously improving the quality of our food.”