Meat consumption is one of the biggest contributors to climate change. That’s why Burger King developed plant-based alternatives for all their burgers.

Burger King’s range is bigger than that of their main competitor in Austria, McDonald’s.

Our brief was to find a way to make use of that range. To show that there are more than one plant-based alternatives and that Burger King takes finding solutions for the climate crisis seriously.

We changed the gold standard for every fast-food restaurant and made plant-based the standard option. When customers ordered a burger in a Burger King restaurant, they got the plant-based option as a standard. They had to ask for the meat option.

The PR Strategy was simple: We wanted people to see what we’re already doing. That’s why we created an online film documenting the reactions to our changing of the standard ordering phrase.

We change the standard question in every Austrian Burger King restaurant for one month.

Next to that, we launched an online-video showing reactions of our customers.

+270 % burgers sold.

#1 talked-about brand in social media in Austria during the campaign.

€ 32 m in earned media

210 m impressions.