Burger King eliminated all artificial preservatives, colors, and flavors from their menu worldwide and needed a bold campaign to make this milestone impossible to ignore. The challenge was to craft a compelling commercial script and supporting copy that cut through the ‘free from’ market noise and reinforced their core message: 100% real food. 100% Burger King. The campaign had to be fresh, provocative, and make guests rethink Burger King’s taste and quality.

WHAT WE DID

We challenged consumers with a simple yet powerful question—What is a burger? Nowhere in its definition do artificial ingredients or preservatives appear. This insight led to our campaign tagline: "True to Its Definition." Through bold posters, digital ads, and social media, we made people rethink what food should be, without ever using words like "real" or "natural." The simplicity of the message made it bold, turning a basic truth into a conversation starter.