The Burger King-McDonald’s thrust and parry is legendary. This time, the provocative fast-food chain has branched out in a striking campaign by AlmapBBDO. This time, Burger King is needling the competition by referencing ingredients in rivals’ menus that consumers would never imagine.
The Brazilian campaign, No LaBK, points out the artificial ingredients found in competitor’s products that are also used in completely industrial objects.
The campaign underlines Burger King’s commitment to make 96% of its menu free of artificial preservatives, colouring or scents. The company has been phasing out such ingredients over the years.
The full campaign covers OOH, cinema, CTV and alternative media formats, using such elements of the urban landscape as cement benches, subway stations, gas pumps, handrails, mirrors, street posters, trash cans, curbs, and construction signage.
Messages include:
- This bench is made of calcium sulfite, which is found in the food at other fast-food chains. But not at BK.
- The screen of this billboard is made with titanium dioxide, which is found in the food at other fast-food chains. But not at BK.
- The battery in this car is made with benzoic acid, which is found in the food at other fast-food chains. But not at BK.
“This initiative underscores Burger King’s active commitment to offering quality products in line with consumer expectations,” stated Igor Puga, CMO of Burger King Brazilian parent, ZAMP. “We used BK’s sense of humour to show the consistent effort we’ve been making to eliminate artificial ingredients and be more transparent about what goes into our products. We want consumers to make conscious choices, and we want them to know that BK is determined to offer both quality and flavour.”
Credits
Agency: AlmapBBDO
Client: Zamp S.A. [Burger King]
Client Team: Igor Puga, Giulia Galizia Queiroz, Pedro Henrique Laguardia, Aymê Alves & Deborah Patrocinio
President & CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Fernando Duarte & Henrique Del Lama
Creative Directors: Felipe Cirino and Thiago Bocatto
Creatives: Beatriz Fiori and Yasmin Oliveira
COO: Fernanda Tedde
Client Services: Renata Carvalho, Barbara Gava, Vanessa Bortolosso, Shedia Marzouk & Gabriel Silva
CSO: João Gabriel Fernandes
Planning: Giovanni Pavan
AV Production: Diego Villas Boas, Victor Alloza, Mariana Golpian & Eriana Simões
Digital Production: Lilian Reis Cavallini e Luan Thafarel Henriques
Special Projects: Julia Newman, Marilia Alves & Júlia Cunha
CDMO: Rafaela Melo de Oliveira Alves
Media: Francisco Custódio, Paulo Borba & Lucas Gilardino
OOH Agency: Streetwise
Industrial Chemistry: Adriane Seguins
