What do you think of when you think of fast food? It’s probably burgers with meat, right? We wanted to change that. That’s why we created a campaign that revolved around a simple question: “Standard or with meat?”. Rather than presenting Burger King’s Plant-based range as an alternative, we made Plant-based the new standard and offered an additional meat option. The uproar raised the question about how we see meat consumption today and what we regard as “normal”.
Plant Based Comes Standard
Awards
Silver Award
Integrated & Innovation
Integrated Campaigns for Commercial Brands
Bronze Award
Brand Experience
Point of Sale Experience and Activation
Shortlist
Print & Outdoor
Direct Marketing
Details
Categories:
Country:
Year:
Credits
Client:
Burger King
Agency:
Creative Director:
Gerd Schulte-Doeinghaus
Michael Maria Morgenbesser
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