With consumers’ growing health and environmental concerns, plant-based products have become key to the fast-food market. But, to promote them, most brands chose to focus on taste and similarity to meat.

So, to stand out, especially in a media like radio, Burger King chose a completely unexpected and different approach.

Inspired by the general confusion of the world we live in; the brand chose to define the taste of its plant-based Nuggets as “confusing”. This creative platform allowed the brand to associate this new product with some of the most relatable and relevant topics that its target could connect with.

The voice casting was key to this campaign as its humor strongly relied on copywriting and its interpretation. To fit the creative concept, we had to find a voice that would reflect and give life to all our confusing examples in a way that would sound both natural and unexpected.

After an extensive casting process, we finally went for Edward Robinson, a voice actor whose pitched-down and gruff narration had the range to give many nuances to the spots: from despaired and confused to lightly mocking and ironic.