ABOUT

Many people can’t tell the difference between the Whopper and the Plant-Based Whopper from Burger King. So, we wondered… can they even tell the difference between plant and meat? To find out, we worked with a photographer to shoot vegetables and play with the visual similarities between meat and plants. The result? A series of visuals that look as confusingly meaty as the taste of Burger King’s Plant-Based Whopper. At first glance, the ads trick consumers into thinking they are looking at real meat. On further observation, one realizes that the images are actually photos of red pepper, beetroot and radicchio. The campaign was rolled out in markets including Germany, Brazil, Mexico and Costa Rica among other.