Grand Prix

Case Film

Presentation Image

Product/ServiceTHE WHOPPER
Entrant INGO Stockholm, SWEDEN
Idea Creation INGO Stockholm, SWEDEN
Idea Creation 2 DAVID Miami, USA
Idea Creation 3 PUBLICIS ROMANIA Bucharest, ROMANIA
Production INGO Stockholm, SWEDEN
Production 2 DAVID Miami, USA
Additional Company COLONY Stockholm, SWEDEN
Name Company Position
Björn Ståhl INGO Stockholm ECD
Max Hultberg INGO Stockholm Senior Art Director
Magnus Ivansson INGO Stockholm Senior Copywriter
Rickard Allsterin INGO Stockholm Account Director
Simon Stefansson INGO Stockholm Head of Strategy
Mia Melani INGO Stockholm Account Executive
Åsa Eklund INGO Stockholm Graphic Designer
Alexander Lundvall INGO Stockholm Graphic Designer
Stefan Kindgren INGO Stockholm Technical Director
Pancho Cassis David Miami Global CCO
Fernando Pelizzaro David Miami Group Creative Director
Jean Zamprogno David Miami Group Creative Director
Stefane Rosa David Maimi Group account Director
Camilo Jimenez David Miami Senior Art Director
Carlos Torres David Miami Producer
Sergio Takhata David Miami Art Director
Bruno Bertelli Publicis Global CCO
Jorg Riommi Publicis CCO
Eduardo Marques Publicis CCO
ivan Montebello Publicis Art Director
Pablo Dachefsky Publicis Executive Design Director
Pablo Murube Publicis Copywriter
Pål Allan Fotograf Pål Allan AB Photographer
Erik Ögnelooh Fotograf Pål Allan AB Photo Assistant
Markus Ahlm Colony Executive Producer/director
Quint Starkie Colony Sound designer
Erik Lindahl Colony Online
Jenny Steggo Colony Art Buyer
Stephan Moritz Mokoh Music Music director
Jean Claude Soret MPC London Head of Greading

Why is this work relevant for Integrated?

BK launched a multi platform campaign that included" The Moldy Whopper", featuring the iconic Whopper rotting through a period of 35 days A simple and clear message, also to the fast food industry, showing that our food has no preservatives.


The food industry, particularly fast food, is full of additives and this I widely talked about around the world. But the last three years Burger King have removed 8,500 tons of artificial preservatives Globally. That’s the equivalent of 38 Statues of Liberty per year. In most of Europe, large parts of the US and particularly in Sweden, BK has removed all artificial preservatives. The brief was to tell this to the world, but also give an important message to the fast food industry. Burger King showed its iconic Whopper molding for up to 35 days. Campaign traveled the globe and was lively talked about in the real world.

Describe the creative idea

BK launched a campaign that included" The Moldy Whopper", featuring the iconic Whopper rotting. The hub of the campaign were beautiful images showing different stages of the Whopper molding during up to 35 days, executed in multiple platforms, film, OOH, print, digital in different shapes, sizes and in various countries.

Describe the strategy

Burger Kings main competitor McDonalds are three times bigger, and have a much bigger advertising budget. Burger King have to depend on a smarter use of their advertising dollars to bridge the gap. The idea was to cut through in a world that has so many conventions around both sustainability and food advertising. Showing the iconic Whopper molding was a too radical approach not to take notice. In that way Burger King amplified the message that Burger King had removed artificial preservatives not only to fast food entusiasts but also the the fast food industry as a whole. Every fast food brand showcases their burgers the same way: juicy, beautiful, and over-produced photographs. As a result, it can be hard to believe that the food in those photos are real. So BK launched The Moldy Whopper", featuring the iconic Whopper rotting through a period of up to 35 days.

Describe the execution

The campaign was executed in multiple platforms such as a 45 sec film, OOH, Press and digital, in multiple countries around the globe, such as Sweden, Denmark, Norway, US, Mexico, Brazil. The campaign started the 19th of February 2020.

List the results

The Moldy Whopper traveled the globe and was lively talked about in the real world. The discussion landed well on the positive side: Sales: + 14% Impressions: 8,4 Billion Earned Media Value: $ 40 million. Positive sentiment: +88% High Quality ingredients perception: +26% Visitation consideration: + 22%