Burger King’s #MoldyWhopper Is The Latest Push for 'Real Food' in the QSR Segment

Burger King has launched a new advertising campaign that shows its signature Whopper menu item overgrown with gnarly, blue and green mold. In an age of wackier and wackier advertising campaigns, the QSR brand is having fun and subverting consumer expectations for marketing around more natural dining options by starkly showing what happens when a Whopper is left to rot. Spoiler alert—it’s surprisingly beautiful?

The ad is the latest example of QSR brands championing the depiction of “real food” as opposed to the types of pristine, carefully arranged product shots that have classically been featured in fast-food ads but often aren't representative of what's actually served to customers. Burger King is promoting the removal of artificial preservatives from the Whopper in most European countries and select markets in the U.S. in an aim to win over health-conscious consumer groups like millennials and Gen Z. The emphasis on healthy eating may also be a result of last year’s unbelievably successful Impossible Whopper launch. 

In addition to a funny stunt, the #MoldyWhopper campaign could come across as a dig at infamous rival McDonald's. While McDonald's has similarly moved away from using artificial or frozen ingredients in its menu offerings, including by introducing a fresh beef Quarter Pounder that's bolstered sales, the chain has sparked several viral discussions in the past about how its sandwiches and fries don't rot or attract bugs when left out for long stretches of time.

The #MoldyWhopper certainly isn’t the first wacky marketing campaign Burger King has unleashed onto the internet. From a Super Bowl ad starring Andy Warhol to a 1-cent Whopper deal available only at McDonald’s, last year saw Burger King reaping the rewards of marketing risks. Every year for Halloween, the chain also releases limited-edition, grotesque takes on its burgers that have in recent years included the Ghost Whopper and the sickly green Nightmare King sandwich. 

Worried about missing out on this deliciously moldy offering? Don’t worry, Burger King intends to introduce an updated Whopper free of artificial preservatives, colors and flavors to all its restaurants in the Americas throughout the year.