Burger King: Moldy whopper

Burger King, a fast-food chain, increased sales and high-quality ingredients perception in the US and across the world by creating a counterintuitive campaign that showed its burgers are now made without artificial preservatives.

Objectives

The main objective:

Improve Burger King's (BK) quality perception, a key barrier for consideration and thus visitation.

Why?

The fast-food industry has a famously bad reputation, built on poor-quality, additive-ridden food.

Not only that, it suffers...