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

Living with faith

Bea Buhler is a pillar of strength at the Alliance Church

Interior Health officials outline pandemic response in virtual town hall

Kelowna-Lake County MLA Norm Letnick moderates digital discussion, Q&A with Interior Health leadership

Second Vernon-area high school exposed to COVID-19

Kalamalka Secondary School staff, students urged to self-isolate if showing symptoms

MP Morrison touts non-partisan effort to provide relief amid COVID-19 pandemic

The federal government has announced a slew of economic initiatives for those impacted by the pandemic

Revelstoke students to remain home next week

The district said staff are preparing for learning opportunities for students from home

B.C. VIEWS: Small businesses need our help

Just as integral in neighbourhoods in Vancouver and Surrey as they are in Prince George or Kelowna

‘Tremendous’ response from blood donors has supply keeping pace with demand

About 400,000 of Canada’s 37 million residents give blood on a regular basis

Morning world update: Cases surge past 600,000; positive news in Germany

Spain suffers its deadliest day as Germany considers April 20 to possibly loosen restrictions

VIDEO: Penguins roam empty halls of Vancouver Aquarium

COVID-19 has forced the Vancouver Aquarium to close access to guests – leaving room for its residents

Kids get back to learning in B.C., online

Ministry of Education rolls out new tool for school

67 more B.C. COVID-19 cases, two more deaths in Vancouver region

Positive tests found in Surrey, Langley long-term care facilities

‘Corona Busters’: Vernon man drives vintage ambulance in appreciation of health-care workers

Rob Newport says he aims to make people smile during the COVID-19 pandemic with Ghostbusters-themed ride

Most Read