The international burger chain unveils a daring marketing campaign for its new 50/50 menu.

Burger King Sweeden recently released two new plant-based burgers— Rebel Whopper and Rebel Chicken King. According to an article on Restaurant Dive, the company is so confident that its customers won’t be able to tell the difference that it’s offering the option to blind-order. 

Customers who order a Whopper or Chicken Sandwich from the risky “50/50 Menu” may actually get one of the plant-based alternatives. While the packaging won’t appear to reveal any answers, customers can use the Burger King app to scan the packaging and submit their best guesses. 

"We are really proud of how hard it is to tell our plant-based burgers apart from real meat," Daniel Schröder, marketing director for Burger King Sweden, said in a statement. "With the 50/50-menu, we hope that more people dare to try them. And hopefully, have fun trying to figure out which one they got."

The marketing stunt is designed to give Burger King Sweden valuable information about which products their customers prefer. “A high percentage of customers being fooled by the plant-based choices may indicate that they will be more willing to order them again in the future,” said the article.

As plant-based protein sales soar in fast food, Burger King is making sure it is not left behind.  

To read the full article, click here.