One of the biggest controversies related to fast-food restaurants is the amount of preservatives and ingredients with “medicine-like names” on the list, such as “Sodium Benzoate”. They serve to prevent fungi and maintain the color of the food. Recently, the network Burguer King announced that it has removed 87% of the artificially sourced ingredients from the menu.
The film, created by DAVID, raises a positive and important debate about the fast-food sector, which carries the history and taboo of using such ingredients, so that their products last longer, have more color or a more characteristic aroma. However, these inputs are no longer necessary as a result of a transformation in its chain, which is focused on offering customers, increasingly, foods free of dyes, preservatives and artificial flavorings.
The action portrays real reactions recorded in the chain’s restaurants, with the participation of consumers being attended and surprised with each order made, where an actor, posing as a collaborator, offers an extra dye, preservative or flavoring air of artificial origin in the order. , such as Potassium Sorbate, Monosodium Glutamate and Sodium Benzoate. Caught by surprise, customers are unanimous in answering in the negative.
“This movement that we are provoking is part of a transformation in inputs, which required years of studies and research for us to get here, with the removal of 87% of ingredients of artificial origin from our menu”, explains Juliana Cury, Marketing Director from Burger King Brazil.
Burger King announced in September 2020 that it had removed all artificial ingredients from its flagship: the Whopper. This large-scale transformation required three years of research developed internally, in conjunction with suppliers.
This move is part of an initiative that Burger King is present called Feel Good About The Foodwhich includes changes to its portfolio.
Datasheet
DATASHEET
Agency: DAVID
Campaign: real food
Client: Burger King Brasil
Product: BK Clean
Global CCO & Partner: Pancho Cassis
MD, Global COO: Sylvia Panico
Executive Creative Directors: Edgard Gianesi, Renata Leão
Creative Directors: Fabricio Pretto, Rogério Chaves
Creation: Marlus Lau and Flavio Cherem
Service: Carolina Vieira, Cacá Franklin, Larissa Zanardi, Carolina Cury
Production: Fernanda Peixoto, Tuna Canepari, Paulo Soares
Final art: Victor Peccia
Revision: Ava Silva
Planning: Carolina Silva and Angel Pinheiro
Media: Marcia Mendonça, Thomaz Chamiso, Leonardo Berenguer, Pedro Graça, Victor Fortes
Innovation and Technology: Toni Ferreira
Social media: Marcelo Reis, Victor Goes
Data Intelligence: Mailson Dutra, Ana Veiga
Customer approval: Ariel Grunkraut, Juliana Cury, Daniel Packness, Pedro
Laguardia, Marcella Gil
Producer: Awake Film
Scene Direction: I.M.
Executive production: Pedro Bueno, Zahra Stau
Calls: Luisa Ferreira, Thaiz Rosalino
Production Coordination: Raphael Reitano
Director of photography: Icaro Silva
Post production: Awake Film/The End
Post-Production Coordination: Anita Cintra
Montador: LeonMosditchian
Color Grading: Cassiana Umetsu
Finishing: The End
Sound Producer: Cabaret
Musical production: Lucas Comparato and Gab Scatolin
Composer: Guilherme Azem
mixing: Gab Scatolin
Finishing: Lucas Comparato
Service: Ingrid Lopes, Flavia Caparelli and Bárbara Russiano
Coordination: Verusca Garcia, Chandra Lima, Débora Mello and Carol Oliveira
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