DAVID, INGO Stockholm & Publicis: Burger King's Moldy Whopper

Over the past three years Burger King has removed 8,500 tonnes of artificial preservatives from its products worldwide. The brief was to tell this story to the world.

Burger brands often showcase their products in the same way: juicy, beautiful and with over-produced photographs. As a result, it can be hard to believe that the food shown in those photos is real. So Burger King decided to break with convention with a campaign called the Moldy Whopper, featuring the iconic burger rotting over a period of 35 days.

A simple and clear message, showing that Burger King food has no preservatives. The campaign was talked about around the world, delivering commercial results for the client and winning numerous awards for outstanding creativity.

The campaign generated a 14% sales increase, 8.4 billion impressions and $40 million in Earned Media Value – as well as an uplift in positive brand sentiment of 88%.