Fernando Machado: Why Burger King’s “Moldy Whopper” is a strategy, not a stunt

Burger King, the quick-service restaurant chain, caused an instant marketing sensation with its “Moldy Whopper” campaign.

Burger King (BK) has just broken every conceivable rule in the fast-food advertising playbook.

The brand’s “Moldy Whopper” campaign shows its iconic burger being built and then slowly degenerating in a 34-day time-lapse sequence until it is covered in a layer of furry bluish fungus.

And the logic behind this unconventional idea? As Burger King’s food contains no artificial preservatives – which is still far from the norm across the wider quick-service industry – it will soon begin to rot.  

By driving conversations among increasingly health-conscious consumers (and attracting coverage from story-hungry journalists), the brand hoped this ad would...

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