Burger King Whopper timelapse shows mould as a beautiful thing

Burger King showcases Whopper sandwich growing mould to demonstrate the beauty of no artificial preservatives

Burger King has pulled a surprising, global, integrated advertising campaign showing its iconic Whopper sandwich covered in mould. Yes, you read it right: A Whopper sandwich covered in mould.

Instead of featuring its product with the classic, flawless, and often perfect photographic style commonly used to showcase fast food products, the fastfood chain brand let its most iconic product rot to make a powerful statement: The brand has achieved a milestone by removing artificial preservatives from the Whopper sandwich, in most European countries and select markets in the United States.

Additionally, the brand has removed colours and flavours from artificial sources from all core menu sandwiches and sides in those European countries and across the United States.

“The Burger King brand is currently rolling out the Whopper sandwich with no preservatives, colours, or flavours from artificial sources in the US. The product is already available in more than 400 restaurants in the country and will reach all restaurants throughout the year,” said Christopher Finazzo, President Americas, Burger King Corporation.

From the bun to the freshly sliced onions, tomatoes and lettuce, and the 100 percent beef patty – the striking images show the real mould that grows on every piece of the iconic burger. The ads make a reference to the number of days that have passed since the sandwich was prepared, and a line reads, “The beauty of no artificial preservatives.”

“At Burger King restaurants, we believe that real food tastes better. That is why we are working hard to remove preservatives, colours and flavours from artificial sources from the food we serve in all countries around the world,” said Fernando Machado, Restaurant Brands International Global Chief Marketing Officer.