Marketing Ad of the Day Brand Strategy

Burger King continues to push plant-based products in ‘confusing’ ad


By Amy Houston | Senior Reporter

April 19, 2022 | 3 min read

The Drum’s Ad of the Day highlights work that stands head and shoulders above the rest. Today’s winner is Burger King’s ‘Even More Confusing Times’ by David Madrid.

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‘Even More Confusing Times’ / David Madrid

To mark the launch of its new plant-based ‘chicken’ nuggets, Burger King has teamed up with creative agency David Madrid to launch ‘Even More Confusing Times.’

In the short spot, viewers meet a wide range of perplexed people dealing with confusing everyday situations. Is an eco-friendly Black Friday purchase good for the planet or a terrible idea? Should you delete that message you sent to your ex? Is Max a dog or a boy’s name? The world just keeps getting more and more baffling, according to the fast-food chain, but in a typically ironic way it has decided to add to the mayhem with a new menu item: “Chicken nuggets that got no chicken... but taste like chicken. Plant-based ‘chicken’ nuggets? Confused.”

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“This is such a fun platform, so relevant to the brand, the product and the plant-based category, that we wanted to keep exploring it more and more,” said André Toledo, executive creative directer at David Madrid.

Promotion of the campaign will come from radio and print ads that also lean on the dark humor that highlights the dichotomies and paradoxes of the disorienting times we live in.

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“We set the bar high when we launched the plant-based Whopper. But we kept on raising it with new plant-based products that taste just like the originals,” added Iwo Zakowski, head of global brand marketing at Burger King.

“Burger King’s meatless alternatives are getting more and more confusing. So we wanted to reflect that with a campaign that’s even more confusing than the previous one.”

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The global campaign for Burger King’s new plant-based offering kicks off in Spain and Portugal.

Burger King: Even More Confusing Times by David Madrid

By Burger King

Overall Rating 5/5

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