Back in 2019, Burger King was the first QSR brand to launch a plant-based burger, the Vegetal Whopper (Impossible Whopper outside Spain), but it has not managed, at first, to have a powerful strategy or comms to lead this segment.

Since then, some of our most important QSR competitors in Spain: Goiko, TGB and Telepizza… already successfully launched their plant-based versions. Even McDonald’s that didn’t have plant-based products in the region had a close plant-based platform awareness to Burger King (35% Burger King vs. 26% McDonald’s). Had we missed an opportunity to dominate the category we spearheaded in Spain?

The launch of the iconic Big King in its veggie version was an opportunity to not only to generate trial for the new product, but to make Burger King the King of the plant-based category. So rather than being asked for a product launch campaign, the challenge to the agency was to develop a creative strategy that would help Burger King to position as the undisputable leader of the plant-based category.

Solution

To conquer the plant-based category, we needed to prove that Burger King's plant-based burgers tasted like... Burger King burgers.

How could we tell that in an original and credible way? We observed that plant-based products were, in fact, pretty curious products. They tasted a lot like the original version but made of totally different stuff. Confusing.

That made us realize a similarity between our plant-based products and today's world. The insight that “the world these days look pretty confusing” seemed like a very simple truth yet very fertile comms approach.

Execution

Following the steps of the global and multi awarded “Confusing Times”, we created “Even More Confusing Times”, a campaign that talked about our taste superiority speaking very little about product. That confusing.

We took the message to a cultural level talking about some of the doubts and confusion that exists around current and relevant topics. With sarcastic and ironic observations, this campaign aimed at provoking reflections that would connect with the audience. The dark but at the same time light humor tone allowed us to create an atmosphere that connected with the taste of our product, which is just as confusing as the times we live in.

Letting your daughter dress up as a princess instead of a superhero… does it make you a bad parent?

Buying an eco-washing machine on Black Friday… is it good for the environment?

A veggie Big King that doesn't have beef, but tastes like a Big King? As good as confusing, like the world today.