Burger King wanted to promote The Plant-based Whopper in a few key markets to keep leading the plant-based segment.

The brand tasked us to find a visually impactful visual way to showcase how similar the plant-based version of the Whopper is to the original.

Using posters and traditional outdoor media, the objective was to retain plant-based Whopper existing consumers, convert original Whopper consumers, and attract new prospects in an unexpected and disruptive way for the brand and the category.

Many people can’t tell the difference between the Whopper and the Plant-Based Whopper from Burger King. So, we wondered… can they even tell the difference between plant and meat?

To find out, we worked with a photographer to study and find the visual similarities between meat and plants. The result? A series of photographs that look as confusingly meaty as the taste of Burger King’s Plant-Based Whopper.

Both people and press were surprised by the designs which tricked them into thinking of meat at first glance and turned out to be a creative way of promoting a plant-based burger.

The intention of the campaign was to show how meat and plants can look alike in their most natural state. So, we made sure that the photographs taken in studio looked as similar as possible to the final images we were looking for.

The production of these photos relied on a trial-and-error process, working with different cuts of the vegetables, shooting from many different angles, with different light setups, and finding the right crop of the pictures.

This left little work to be done in post-production editing which, in the end, involved mainly slight color corrections and sharpening where necessary.

From meat lovers to plant-based consumers, the campaign intrigued and excited our target. Launched in a specialized magazine for meat enthusiasts, our visuals made their way to the streets of Germany, Brazil, Mexico, and Costa Rica. It was picked up by the press and widely shared and commented by consumers on social media. The posters turned into one of Burger King's most talked plant-based Whopper campaigns in Germany.