Burger King’s latest ad is far from appetizing and doesn’t make you want to run to the chain and grab a Whopper….but maybe it should.
On Wednesday, the fast-food giant debuted its global ad campaign showing a moldy and rotten Whopper.
No, “Moldy Whopper” isn’t a new menu item (thankfully), but it is sending quite the message that the brand has eliminated and removed all artificial preservatives from its iconic sandwich.
The campaign featured a 45-second time-lapse showcasing a Whopper’s deterioration over a 34-day time span.
“The beauty of real food is that it gets ugly,” the caption on the video read.
The chain is removing preservatives from the Whopper in most European countries and roughly 400 U.S locations.
Christopher Finazzo, Burger King’s president for the Americas, said in a statement that all Whoppers will be preservative-free by the end of the year.
According to USA Today, Burger King established that more than 90% of food ingredients at their restaurants will be free from artificial colors, flavors, and preservatives, while 100% of ingredients won’t contain MSG or high-fructose corn syrup.
As fast-food companies compete against each other, they’ve begun catering to consumer preferences which have prioritized fresh ingredients and healthy options over the years.
Other fast-food restaurants such as McDonald’s, Panera, and Chipotle have made strides in featuring menu items without artificial preservatives, artificial flavors, or added colors.
The ad is a stark contrast to the 20-year McDonald’s burger that went viral earlier this year for its unchanged appearance.
A burger that David Whipple bought from the chain in 1999 in Logan, Utah took the Internet by storm because it looks like it could have been ordered just 20 minutes ago rather than 20 years ago.
McDonald’s admitted that its delicious and barely-aged appearance, the burger “had definitely undergone some changes,” but it was possible for a burger to remain intact under proper conditions and in the right environment, specifically “without moisture.”