Breaking the Mold

Alisha Kumar

Last week, Burger King rolled out a new global advertising campaign aimed at demonstrating the company’s commitment to getting rid of artificial preservatives. Created through a partnership of Ingo, Ogilvy, and Publicis, the campaign featured its most popular menu item, the Whopper, being consumed by mold with date stamps so that viewers could see its progress over time. 

This ad campaign has caught the attention of many people in the advertising industry and elsewhere due to its disruption. In our media-saturated world, we ignore a lot of advertisements, but with this new and different campaign, Burger King has demanded our attention. The high-resolution photography and video highlight the intricate details of the mold, and we are mesmerized by the filth. Another reason people are talking about this campaign is because it is taking advantage of the time period. Right now, there is an increasing preoccupation with healthy, natural foods. By solidifying its dedication to getting rid of artificial preservatives with these advertisements, Burger King is raising itself in the minds of consumers. 

We can all learn a few things from Burger King’s successful campaign: diverge from the ordinary and appeal to relevant concerns of the time. People will give your brand the attention it deserves.