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

Just Posted

Social media a blessing and a curse during time of crisis: B.C. communication expert

‘In moments of crisis, fear is very real and palpable,’ says SFU’s Peter Chow-White

B.C. COVID-19 contact restrictions working, Dr. Bonnie Henry says

’Not out of the woods yet’ as next two weeks are critical

UPDATED: Some states of local emergency suspended by ministerial order

Suspension applies to regional districts but not First Nations

A letter from Bella Coola doctors on COVID-19: ‘All our lives depend on your actions now’

“None of us are invincible; we can all get it and spread it without even knowing.”

COVID-19: Bella Coola RCMP close detachment front door access

The public is being asked to call 250 799 5363 for assistance

World COVID-19 morning update: Olympics delayed one year; 12,000 health care workers infected

Comprehensive world news update: Lockdown in UK showing signs of hope

Newspapers are safe to touch, World Health Organization confirms

Just make sure to wash your hands as you would after touching any surface or object

‘It’s up to us: Recently-returned B.C. couple urges Canadians to take COVID-19 seriously

Garrett Kucher and Tory Apostoliuk make it home after almost a week of lockdown in Spain

‘Nothing concrete’: Tenants, landlords lack details after B.C. unveils COVID-19 rental aid

Single mom in Golden says she’s already going to the food bank after being laid off

Canada will make sure masks sent by China meet quality standards: Trudeau

Chinese Embassy tweeted that China was sending 30,000 medical masks along with gowns, gloves and goggles

B.C. issues guidelines about distancing, reusable bags to grocery stores amid COVID-19

Hand sanitizer and markers to keep lines two metres are apart are needed, province says

No plans to call in military right now to enforce COVID-19 quarantine: Trudeau

Trudeau unveils $7.5M for Kids Help Phone, $9M for vulnerable seniors amid COVID-19

QUIZ: How much do you know about the Olympics?

Put your knowledge to the test with these 12 questions

Most Read