Is it meat or plant? Burger King Brasil launched yesterday, March 3rd, the “Meat?” campaign, which promises to leave meat lovers perplexed. Developed by DAVID Madrid, the campaign plays with the visual similarities between meat and vegetables and reinforces its commitment to offering plant-based alternatives, as tasty as meat, on its menu.
In communication, BK challenges the population to identify what meat or vegetable really is. At first glance, they may suspect that they are seeing real meat, but on closer examination, it is possible to see that the images are of famous vegetables – red peppers, beets, among others. It is worth remembering that the vegetables depicted are not ingredients of Burger King Brasil products and are shown only to illustrate that meat and vegetables can be visually similar.
André Toledo, Creative Director at DAVID Madrid, explained a little about the campaign:
“We challenged a food photographer and a stylist to photograph these vegetables in a way that looked like meat, in order to confuse people into asking, ‘Wait, is this meat or is it plant?
With the slogan “Sorry for the confusion, meat lovers”, the brand invites fans of the iconic Whopper to take the next step and try the plant-based Whopper.
According to Juliana Cury, Marketing Director at Burger King Brasil.
“We know many consumers are still skeptical, but our plant-based sandwich looks and tastes like fire-grilled barbecue, just like the Whopper version of beef. With this campaign, we want to bring a powerful visual message to these consumers to reflect that not everything in life is what it seems.”
The plant-based Whopper from Burger King Brasil has the same structure as the traditional Whopper, with the exception that the beef burger is replaced with a plant-based one. The sandwich also features sliced tomatoes, fresh lettuce, creamy mayonnaise, ketchup, pickles and sliced onions on a fluffy toasted sesame bun.
The campaign can be seen in an OOH on the iconic footbridge of Pinheiros station, in São Paulo and also on Burger King’s official social media.
The post Meat or Plant? Burger King challenges consumers appeared first on DNEWS.
