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The new Moldy Whopper? Burger King triggers gag reflexes with poopy ice-cream

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By Amy Houston | Reporter

March 23, 2022 | 4 min read

Burger King recently announced that its desserts will be 100% free of artificial ingredients, and in true BK style it’s celebrating with a campaign that might turn your stomach even more that its infamous Moldy Whopper – poop emoji ice-cream. Is this the least appetizing sweet treat ever?

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Burger King’s poop emoji ice-cream is turning heads – as well as stomachs / Burger KIng/ David São Paulo

The answer is obviously yes, but with the help of agency partner David São Paulo, and with April Fool’s Day looming around the corner, the fast food chain is letting consumers know its food is free from any artificial rubbish.

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“Just like we did with the Moldy Whopper, we are using a powerful and memorable visual to make people think about what’s in their food and making a strong point about ours,” said Renata Leão and Edgar Gianesi, executive creative directors at David São Paulo.

The launch is part of Burger King’s vow to remove 100% of all artificial ingredients from its sandwiches by 2025. Shit sandwiches anyone?

“Our goal was to show in a funny way that our product – no matter how it looks – is the cleanest of all,” added Juliana Cury, marketing director at Burger King Brazil. The approach is just as vile as that of the infamous Moldy Burger – an award-winning work that dared to trigger gag reflexes in exchange for attention.

“The important thing is what’s inside: a tasty ice-cream without artificial ingredients of any kind.”

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Still mulling over if it should make the item a permanent fixture on the menu, the creative team noted that one of the hardest aspects of the project was creating the eyes and mouth of the emoji using all-natural ingredients.

Rogério Chaves, creative director at David São Paulo, concluded: “It’s better to look like a poop on the outside than to be stuffed with lots of bad ingredients on the inside. This was the rationale behind the development of this cone.”

Burger King: Poo Emoji Ice-Cream by David

By Burger King

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