Burger King has rolled out a surprising advertising campaign that shows its iconic Whopper sandwich covered in mold.
Instead of featuring its product with the classic, flawless, and often perfect photographic style commonly used to showcase fast food products, the chain let its most iconic product rot to prove the point that it has removed all artificial preservatives from it.
Additionally, the brand has removed colors and flavors from artificial sources from all core menu sandwiches and sides in selected US and European markets.
“The Burger King brand is currently rolling out the Whopper sandwich with no preservatives, colors, or flavors from artificial sources in the US. The product is already available in more than 400 restaurants in the country and will reach all restaurants throughout the year,” revealed Christopher Finazzo, president Americas at Burger King Corporation.
From the bun to the freshly sliced onions, tomatoes and lettuce, and the 100% beef patty – the striking images show the real mold that grows on every piece of the iconic burger.
The ads make a reference to the number of days that have passed since the sandwich was prepared, and a line reads, ‘The beauty of no artificial preservatives.’
In the US, more than 90% of all food ingredients at Burger King restaurants are now free from colors, flavors, and preservatives from artificial sources.
The brand has also removed MSG and high-fructose corn syrup from all food items.
Burger King operates more than 23,000 restaurants in approximately 100 countries and US territories.
It is one of the world’s largest quick service restaurant companies with more than $27 billion in system-wide sales.