What do you think of when you think about fast food?
It’s probably burgers with meat, isn’t it? We wanted to change that.
For this we created a campaign that revolved around a simple question at Burger King: „Standard or with Meat?” Rather than presenting Burger King's new plant based products as an alternative, we made them the standard and started a national debate about how we should actually be eating these days.
Plant based becomes standard
We documented the reactions to our campaign's ordering phrase, which became the star of our online film and the topic of conversation. These reactions allowed both the media and viewers to connect with or challenge our message. Designed to be controversial, our approach proved effective as it generated mixed responses - some media outlets were critical, while others were enthusiastic.
Scope of work
Strategy
Campaign
Social Media
PR
Film
Thanks team!
Executive Creative Director
Werner Singer
Managing Director
Doris Steiner
Creative Director
Gerd Schulte-Doeinghaus
Creative Director
Michael Morgenbesser/Messer
Senior Art Director
Christopher Eder
Senior Copywriter
Caspar Satek
Senior Copywriter
David Schneider
Project Manager
Alicia Rocki
Project Manager
Vanessa Sulak
