Fast food brands are all doing a similar job when it comes to show real and fresh products. Beautiful burgers, over-produced photos, plenty of appetite appeal and the same old speech.
As a result, it can be hard to believe that the food in those photos is real and free of colors and artificial preservatives. To celebrate having removed those artificial preservatives and flavors from the Whopper, Burger King needed to break the mold with something unpredictable: mold. That’s why 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.