Print ad
Moldy Whopper — Day 32
Burger King · 2020
- Agency
- INGO / David / Publicis
- Campaign
- Moldy Whopper
Analysis
An extreme close view of a decaying burger presents mold as evidence for the absence of artificial preservatives.
“THE BEAUTY OF NO ARTIFICIAL PRESERVATIVES”
visual proofshockclaim reversal
Why it worked
The mold breaks the usual food advertising convention of polished freshness. The line explains why an unpleasant image supports the product claim.
Lesson
Use an unexpected form of evidence when the claim explains it.
Image source
© Burger King. Shown for study and commentary.
Not affiliated with or endorsed by Burger King.