This undated image provided by Burger King shows an advertising campaign image with the Whopper hamburger. The burger chain is showing its Whopper covered in mold in print and TV ads running in Europe and the U.S. The message: Burger King is removing artificial preservatives from the Whopper. (Burger King via AP)

Burger King breaks the mould with new advertising campaign

The company is known for irreverent ad campaigns

Burger King is breaking the mould in its new advertising campaign.

The burger chain is portraying its Whopper covered in mould in print and TV ads running in Europe and the U.S. The message: Burger King is removing artificial preservatives from its signature burger.

The company, already known for irreverent ad campaigns, turned it up a notch, including a time-lapse of a decaying burger on Twitter. That imagery goes beyond the print ads that show a 28-day-old burger — a week beyond.

Early reaction to the campaign Wednesday was a mix of applause for the shift away from preservatives, to disgust.

The restaurant, based in Miami, Florida, says it has removed artificial preservatives from the Whopper in several European countries — including France, Sweden and Spain — and around 400 of its 7,346 U.S. restaurants. It plans to remove preservatives from Whoppers served in all of its restaurants this year.

The Whopper is topped with onions, lettuce, tomato, mayonnaise and pickles, all of which will contain no artificial preservatives.

By the end of this year, Burger King said all food items — including sandwiches, sides and desserts — will be free from artificial colours, artificial flavours and artificial preservatives in the U.S. and select European countries, including Germany and the United Kingdom.

McDonald’s announced in 2018 that it was removing artificial colours, flavours and preservatives from seven of its burgers.

READ MORE: Tim Hortons to offer non-dairy milk this spring, CEO says

Dee-Ann Durbin, The Associated Press


Like us on Facebook and follow us on Twitter.

fast food

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Comments are closed

Just Posted

Summer never ends at Port Alberni’s DRAW Gallery

Exhibit showcases four new Ucluelet artists

B.C. Supreme Court dismisses claim against Island Corridor Foundation

Snaw-Naw-As (Nanoose) First Nation was seeking return of reserve land as railway sits unused

Port Alberni RCMP searching for missing man

Jeff Buck was last seen June 25, 2020

QUINN’S QUIPS: Ramsay family of Port Alberni takes a grad trip of a lifetime

Family got caught in Europe as countries were closing their borders due to COVID-19

ARTS AROUND: Creative carvings on display at Rollin Art Centre

July’s exhibit will feature artists Cecil Dawson, Allen Halverson, Nigel Atkin and others

VIDEO: Musqueam Chief captures captivating footage of bald eagle catching meal

‘This is why we have chosen to live here since time immemorial,’ Chief Wayne Sparrow’s nephew says

Police ramp up efforts to get impaired drivers off B.C. roads this summer

July is dedicated to the Summer CounterAttack Impaired Driving Campaign

Migrant workers stage multi-city action for full status amid COVID-19 risks

‘COVID-19 has exacerbated an existing crisis’

Okanagan school drops ‘Rebels’ sports team name, citing links with U.S. Civil War

Name and formerly-used images “fly in the face” of the district’s human rights policy, says board chair

PHOTOS: B.C.’s top doc picks up personalized Fluevog shoes, tours mural exhibition

Murals of Gratitude exhibit includes at least one portrait of Henry alongside paintings of health-care workers

In troubled times: Independence Day in a land of confusion

Buffeted by invisible forces and just plain worn out, the United States of America celebrates its 244th birthday

Stop enforcing sex work laws during COVID-19, advocates say

There are provisions in Canada’s prostitution laws that make workers immune from prosecution, but not from arrest

Liberal party finished 2019 having spent $43 million, raised $42 million

All political parties had until midnight June 30 to submit their financial reports for last year

B.C. teacher loses licence after sexual relationships with two recently-graduated students

The teacher won’t be allowed to apply for a teaching certificate until 2035

Most Read