The Confusing Times platform from Burger King highlights the fact that their plant-based offerings taste exactly like their not plant-based offerings. It is currently in its third year.

In year one topical issues about the pandemic were used to talk about the confusion and how that confusion made it the perfect time to taste the Plant based Whopper that tasted exactly like the Whopper. Year two spoke about a further range of topics highlighting the Chicken Nuggets and Sandwich that were made from not-chicken. Year three, and now there are markets offering something for the whole family with their full menu as a plant-based offering.

For us to show this expansion we needed to speak to families in the tone of the platform, communicating in a way that they could clearly understand the evolution of the plant-based offerings.

This film tells the story of children questioning the confusing things that they are confronted with in day-to-day life. We find them in different scenarios and the scene is narrated by a world-weary young voice who is questioning the many different things children are confused by. From children’s parties with more adults than children, to cookie jars without cookies, there are many things confusing children these days. It all rounds up with a girl watching her dad eat the new plant-based Long Chicken from Burger King that he says tastes exaaaactly like the chicken Long Chicken from Burger King. Which is very confusing for her. Also… she’s not sure… does this count as a vegetable? Confusing.

At the time of submission, the campaign has not yet received final results. Initial reports are promising with even more markets looking to include the campaign in their local roster.