Cute babies are attention magnets. INGO The Agency and Burger King have made this useful in a campaign that highlights the brand’s commitment to steer clear of artificial flavours, colours and preservatives in its ingredients, the result of a multi-year global effort by the brand. The work is also a reminder to audiences that real ingredients always taste better.
The campaign, It’s Only Natural, is a montage of videos taken on smartphones that show babies and toddlers reacting to their parents enjoying the Whopper burger, inspired by the fact that kids want what their parents have. There is no performance or dialogue in the videos, just babies and toddlers’ genuine reactions – either in awe or trying to reach for the burger – as their parents take a bite.
It’s Only Natural launched in Brazil before it rolls out globally, marking a collaborative return for Burger King and INGO The Agency. The two previously created the viral Moldy Whopper campaign in 2020. The full campaign cover TV, digital, social, and in-restaurant.
Dan Fisher, chief creative officer, INGO The Agency, stated, “Burger King is woven into the fabric of INGO’s story. Campaigns like Moldy Whopper, Not Big Macs, Anything but the Whopper and Proper Dining didn’t just put us on the map, they shaped who we are as an agency and pushed the industry forward. It’s Only Natural is the next chapter in that legacy. I’m genuinely thrilled to be creating magic with them again.”
Fernando Montero and Nicolás López, executive creative directors, INGO The Agency, added, “This campaign is built on a human insight we’ve all lived: kids crave what their parents are enjoying. It’s a small, honest moment that doesn’t need a script — and that’s exactly why it impacts everywhere. When something is truly human, it becomes naturally global.”
Credits:
Creative Agency: INGO
Global CCO: Daniel Fisher
Executive Creative Directors: Nicolás López Bravo, Fernando Montero
Art Directors: Andrea Lopez-Boado, Andrés Rincón
Copywriters: Anna Breinfalk, Sebastiao Assis
Photographer: Ale Burset
Directors: Ale Burset, Mariano Legname García
Production Company: Timing!
Digital Retouching: Diego Speroni
Music Company: HOOKED Music GmbH
Sound Design & Post-Production: HOOKED Music GmbH
Music & Sound Composers: Camilo Remolina, Jan Finck Barboza.
Client: Burger King
VP, Head of Burger King and Firehouse Subs Marketing: Sabrina Ferreti
Head of Marketing, International Markets: Ceyda Yuksel
Brand & Communications Director, EMEA: Ariadna Sole
Marketing Brand & Communication, EMEA: Alessandro Perna
