Fast-food ads often focus on customer cravings and make them drool, but Burger King did the exact opposite with his latest advertising trick.
In the promotional video of February 19, to emphasize the abolition of preservatives and artificial ingredients in the product, this fast food chain has released a short video recording the image of the The famous Whopper burger decomposes and molds gradually over a 34-day period.
The landmark Whopper pie in Burger King’s most recent ad campaign.
Fernando Machado, Burger King Global Marketing Manager, said: “We know that this approach is quite novel and some people will think it is too risky or will harm the brand.It is known that the “Mold Whopper” project is a long time of thinking, preparation and implementation of the people behind the campaign.
The Burger King chain has started to improve the quality of food before Machado joined the company in 2014. The company said it has removed the preservative from the Whopper in most European markets and will launch it. New, non-preservative Whoppers in the United States by the end of 2020 to become part of a new industry trend toward more natural and socially responsible use of food.
Machado said: “This takes a lot of effort to ensure that the changes you are introducing will be welcomed and implemented by consumers. And my job is to find a compelling idea that’s likely to succeed. I have to get everyone’s attention and make sure that the idea gets public opinion“.
The musty Whopper may look objectionable, but Restaurant Brand International (Burger King’s parent company) knows that customers are in great demand for healthier organic ingredients. More than half of Generation Y residents say they are buying more organic products than they did five years ago, according to YouGov’s analysis last September commissioned by Whole Foods. A 2018 report by Nielsen also shows that young people are willing to pay higher prices for products made from natural, more environmentally friendly ingredients.
Restaurant Brand International is the parent company of Burger King, Tim Hortons and Popeyes.
The majority of Burger King restaurants in Europe have removed food preservatives in a social context that is geared towards organic ingredients and good for health.
“We believe that organic food tastes better“, Mr. Machado said in a statement.”That’s why we are working hard to remove preservatives, pigments and artificial additives from the food we serve in every country in the world.“.
The trend of organic consumption is increasing in the world.
Whopper lovers in the US may have already eaten a preservative-free Whopper and still don’t know it, according to Christopher Finazzo, president of Burger King in the US branch.
Finazzo said: “The product is now available at more than 400 restaurants in the country and will gradually appear in every restaurant this year“.
McDonald’s, Burger King and Wendy are the 3 largest burger chains in the US. McDonald’s has stopped using preservatives in some burger ingredients since 2018, two years after removing antibiotics from the chicken supply chain. At the moment, Wendy has not responded to this issue.