The food industry, particularly fast food is full of additives and it's widely talked about. But people around the world are demanding clean food. The last 3 years Burger King have removed 8,500 tons of artificial preservatives Globally. To send an important message, also to the fast food industry, Burger King showed its iconic Whopper molding for up to 35 days. Campaign traveled the globe and was lively talked about in the real world. The discussion landed well on the positive side: Sales: + 14% Impressions: 8,4 Billion Earned Media Value: $ 40 million. Positive sentiment: +88% High Quality ingredients perception: +26% Visitation consideration: + 22% The Film impacted people with strong visuals of the time-lapse process of a molding Whopper. The 45 sec film was aired on national TV and on Cinemas, and on digital platforms in several countries.

Every fast food brand showcases their burgers the same way: juicy, beautiful, and over-produced photographs. As a result, it can be hard to believe that the food in those photos are real. With this as background Burger King broke the mold with something unpredictable: mold. It might’ve gone against every convention, but it showed that mold could be a beautiful thing too.