The aim was to make the Nordic markets understand that Burger King offers plant-based products and, if possible, grow the sales of these products. The target audience was flexitarians – those who eat meat but would like to try more plant-based options. The problem was that many of them are sceptical about plant-based alternatives because they're worried about the taste. But guess what? Burger King's new plant-based menu tastes just as good as the meat-based alternatives – in fact, it's practically impossible to tell the difference.

We dramatized this with a somewhat overconfident guy who is dared to taste-test which burger is plant-based. A challenge that has devastating consequences.

The spot opens with a pregnant woman playfully asking her partner to guess which one of two burgers is plant-based. The guy eagerly takes on the challenge, but it turns out to be more challenging than he expected. His overconfidence leads to a shattered family, a son with facial tattoos, and a wasted life. And plot twist: both burgers are plant-based.

This campaign achieved all set targets and over-delivered both in grabbing attention in the media as well as sales. The audience was clearly engaged by the campaign and never before has Burger King seen such a rush for their plant-based products in the Nordic markets (Sweden +156%, Norway +200%, Denmark +233%).

The average engagement in social on Burger King ads is 6.63%. With this campaign, the tracking came back showing a whopping 12.21%. The film scored in the 95th percentile for Enjoyment in a Link-test by Kantar and in the 91st percentile on Immediate Persuasion, indicating how well the ad managed to persuade viewers to purchase the product.

The ad is very much liked, the story is well understood, and the fact that the products and the brand are environmentally friendly, makes it seen as very positive among viewers.