one green planet
one green planet

In a brilliant blend of humor and irony, fast-food giant Burger King is embracing “Confusing Times” to promote its plant-based menu. The international campaign, which launched in Spain and the United States in May 2023, has been artfully crafted by the DAVID Agency in Madrid.

Source: DavidTheAgency/Youtube

The campaign centers around the theme of confusion to highlight Burger King’s plant-based offerings, such as the Plant-Based Nuggets, Long Chicken, and the Whopper Jr. It cleverly integrates this theme into various confusing real-life scenarios: Is an eco-friendly Black Friday purchase good for the environment or not? Should you delete a questionable text message or risk sending the wrong message by not deleting it? Is Max a suitable name for a dog or a boy?

A significant phase of the campaign, “A Little More Confusing Times,” has a unique twist as it is entirely narrated and performed by children under the direction of Oscar-nominated director Claudia Llosa. In one of these ads, a little girl expresses her confusion over the surprisingly realistic taste of Burger King’s plant-based options: “Are these nuggets really plant-based? Do I like veggies now?” she wonders.

Saulo Rocha, CCO at DAVID Madrid, expresses his excitement about exploring the boundless creative platform for Burger King’s plant-based category and products. He also acknowledges the challenge and thrill of interpreting confusion from a child’s perspective.

This innovative marketing campaign comes as Burger King responds to the growing trend of vegetarianism, veganism, and flexitarianism. The fast-food chain has introduced plant-based versions of popular menu items across various international outlets, including a 100% plant-based pop-up in Costa Rica, a Bristol Burger King outlet in the UK, and a completely vegan restaurant in Lisbon, Portugal. The company’s latest ventures include plant-based pop-ups launched in Nordic cities and most recently, Barcelona.

Sabrina Ferretti, Head of Burger King Marketing, describes the “Confusing Times” campaign as a return to the origins of Burger King’s foray into the plant-based segment. She cites the plant-based Whopper as the initial offering, followed by steady expansions like the plant-based Long Chicken and Nuggets in Colombia and a variety of plant-based sandwiches and nuggets in Europe.

The campaign’s next phase will kick-off in LATAM before being broadcast in international markets. It will run across print, film, and radio mediums, further cementing Burger King’s commitment to expanding its plant-based options and catering to a more diverse audience in these indeed confusing times.

Meatless meat has been rapidly expanding throughout the United States and across Europe. Companies like Dunkin Donuts and Burger King are offering meatless options to consumers. Beyond Meat and Impossible Burger are continuing to grow as they can be found in nearly every grocery store and many restaurants around the country.

Let’s not forget it’s a lot healthier to make burgers at home, here are some amazing resources for you:

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