There is a revolution in the fast-food industry, and household names are scrambling to maintain their position. These efforts include adopting a voice of sass on social media, offering vegan and healthier options, and for one company, advertising rotting food.
Burger King’s Moldy Whopper
Burger King removed artificial preservatives from the Whopper at 400 restaurants. They aim to have it at every U.S. location by the end of the year. The move is commendable. Research shows food additives and preservatives cause side effects ranging from headaches to cancer. While the new Whopper (hopefully) won’t give you cancer, the actual ad may have negative side effects.
The food industry has always advertised under a conventional rule set. Focus on how the food will taste or how it makes people feel. A normal burger ad featured high res shots of a charbroiled patty, melted cheese, and fresh veggies sitting between a sesame seed bun. Burger King took a different approach and filmed a Whopper being devoured by bacteria and rotting for a month.
Burger King’s Ad By The Numbers
Companies have pushed the envelope of the shock-and-awe strategy on social media before. But, it’s a little deaf in an age where hand sanitizer is selling for $500 on Amazon because of the coronavirus. It’s an unkindly reminder of how unsanitary fast food places can be. In 1993, Jack in the Box served undercooked patties that left 732 people infected with E. coli resulting in 4 deaths.
Food spoils. We get it. But, what we don’t get is how a fuzzy green, white and lumpy, pusing burger makes anyone want to eat that burger. Many people agree. Brandwatch, a social analytics company, reports 50,000 people said the ad was disgusting and over 60% of Burger King mentions were negative. This is based off 21 million impressions and a 500% increase in mentions on social media. Funny enough, Adweek reports that the most common hashtag responses for #BurgerKing and #MoldyWhopper were #Advertising and #Marketing. Many have said they loved the ad, but we’re pretty sure the industry just fell in love with the results.