Burger King launches another provocative campaign, starring ice cream

From a distance one year from the video in which the burger was moldy, Burger King, which has been doing a great repositioning operation for some time to be perceived as ‘genuine’ fast food, has created a campaign in a provocative and innovative style to emphasize that its products are free of artificial additives. This time the food at the center of the communication is ice cream and the approach is ironic. The initiative involved the creation of an original video in Brazilian in which the image of the ice cream is associated with the well-known emoji of ‘poop’. The message says that dyes, preservatives and flavorings are all ‘poop’, in fact, and that they are not present in Burger King ice creams.

The projectfruit of the creativity of the Brazilian agency David São Paulo, the same that had conceived the aforementioned campaign of the hamburger that got moldy, then saw the free distribution in a park in São Paulo in Brazil of 1,000 ‘Poop Emoji ice cream’, in limited edition that reproduced, complete with a ‘smiley’ the note emoji exata to emphasize negative emotions. The purpose of the public distribution was to remind you that Burger King ice creams are free from ‘poop’ / artificial additives. “Our goal was to show in a fun way that our product, regardless of its appearance, is the cleanest of all – said Juliana Cury, of Burger King Brazil – and has no artificial ingredients of any kind”.

Among the initiatives of the chain to position itself in an increasingly ‘alternative’ to the traditional idea of ​​fast food, the attention to the theme of vegetable menus also stands out. After the controversy related to the Rebel Whopper, a vegetable burger launched in November 2019, whose communication was considered misleading because the product seemed suitable for vegans but contained egg mayonnaise and was cooked on the same plate as the meat, from 2021 Burger King has also enriched the Italian menus with two different vegetable options. In the section plant-based, therefore, always specifying that they are not cooked separately and that the sandwich contains mayonnaise, today there are both the sandwich (whapper) and the breaded morsels such as nuggets.

Meanwhiledespite the apt name, the US launch of McPlant, McDonad’s vegan burger, does not seem to take off. The product, developed with pea proteins by Beyond Meat, one of the first brands to arrive on the market for plant-based alternatives to meat, has in fact achieved disappointing results in tests launched in a sample of stores around the United States. To say this is, on the Food Navigator page dedicated to the US, Peter Saleh, CEO and restaurant analyst at Btig, the US financial giant. Btig analysts have in fact visited the restaurants in which McPlant is being tested and collected feedback from affiliates. According to Saleh, in the first tests carried out in eight locations since the end of 2021, operators were selling around 70 veg burgers per day.

vegetarian alternative vegan veggie burger
McDonald’s testing of veggie burgers appears to run into some difficulty, especially in rural areas of the US

Then, with launch in mid-February 2022 in 600 locations, operators said they sell, at best, in cities like Dallas and San Francisco, about 20 McPlants per day, while three to five are ordered per day in some areas rural areas of East Texas. These are figures that are not considered sufficient to consider a national distribution advisable. The project, therefore, will require ‘adjustments’ to be carried out. According to analysts, in order to be more successful, at least in urban areas, the vegetable burger must have a more competitive price with traditional products and, moreover, the health and climate benefits must be more emphasized. Although this choice could amount to admitting, by comparison, that classic burgers are not. In the meantime, however, the launch of McPlant seems to have been more successful in Europe, where it was offered in nearly 1,500 locations, between the United Kingdom and Ireland.

© Reserved reproduction; Photo: AdobeStock, Frame youtube campaign (David The Agency)

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Roberto La Pira

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