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”.