Creativity

Ads We Like: Whopper mold time-lapse marks Burger King’s artificial preservative-free pledge

By Kyle O'Brien | Creative Works Editor

Burger King

|

Creative Works article

February 19, 2020 | 4 min read

There’s something deeply satisfying about watching a Whopper go moldy through time-lapse photography, and one might think that Burger King wouldn’t want to show a perfectly coiffed burger go green and furry with mold. But that’s what the chain did to show off its pledge to remove artificial preservatives in its signature sandwich.

In ‘The Moldy Whopper’ a food artist is seen putting together a Whopper. The sandwich looks perfect, with ingredients piled to perfection. Then we wait. The speeded-up action shows the burger deteriorating before our eyes over the course of 30 seconds. First, the lettuce wilts, then white, fuzzy mold takes over the meat patty, then turns green. The burger flattens out as the mold takes over as we find out that the action took place over 34 days. It ends with the text 'The beauty of no artificial preservatives'.

The action unfolds to the tune What A Difference A Day Makes as sung by Aretha Franklin.

Moldy Whopper

'The Moldy Whopper'

In still images, up-close pictures of the mold are accompanied by the number of days that have passed since the sandwich was prepared, utilizing the tag line from the TVC.

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The rotting burger is part of a global effort for the fast-food purveyor has set forth to remove artificial preservatives from the Whopper and more of its food products. The brand stated that it has achieved a milestone by removing artificial preservatives from the Whopper sandwich, in most European countries and select markets in the United States.

Burger King wrote in a release that it is currently rolling out the Whopper sandwich with no preservatives, colors or flavors from artificial sources in the US, and that the product is already available in more than 400 restaurants in the country and will reach all restaurants by the end of the year. In the US, more than 90% of all food ingredients at Burger King restaurants are free from colors, flavors and preservatives from artificial sources. The brand stated it has also removed MSG and high-fructose corn syrup from all food items.

“At Burger King restaurants, we believe that real food tastes better. That’s why we are working hard to remove preservatives, colors and flavors from artificial sources from the food we serve in all countries around the world,” said Fernando Machado, Restaurant Brands International, global chief marketing officer.

One does wonder, however, how long a Whopper with artificial preservatives would take to decompose in comparison. And how do rivals like McDonald's compare?

Burger King: The Moldy Whopper by INGO STHLM, David Miami & Publicis

By Burger King

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Burger King is an American global chain of hamburger fast food restaurants. Headquartered in the unincorporated area of Miami-Dade County, Florida, the company was founded in 1953 as InstaBurger King, a Jacksonville, Florida-based restaurant chain. 

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