To break out of category tropes and truly catch consumer attention, brands must embrace creativity and not be afraid to take risks. For Burger King, that campaign was Moldy Whopper. 

The work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.

The idea

The campaign presented fine art photography of Burger King’s signature offering in varying states of moldy decay. Burger King wanted to subvert category advertising tropes, while underlining its ‘no artificial ingredients’ message to differentiate from competitors. In the Moldy Whopper campaign, the presentation of the...