In the fall of 2020, Burger King announced "100% clean" status for the Whopper. The burger now features no artificial colors, flavors, preservatives, etc. Prior to the launch of the campaign, we set out on a mission to determine the best way to convey the news to BK customers. First up, one of my favorite photoshoots of all time. A truly raw exploratory that allowed the team to let loose and have fun with one of America's most iconic sandwiches.

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Campaign off-shoots included specialized packaging, in and out of home merchandising, and a TVC series touting the all-natural ingredients.

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With the rest of the menu achieving 85% "clean" ingredients overall, Burger King pulled the plug and decided to flip their entire visual identity and photography approach to reflect their new and improved menu with a fresh new look.

 

Keep an eye out for a 100% "clean" menu, coming "your way" soon.