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Burger King’s Unsettling Roulette Makes You Guess If A Burger Has Meat Or Not
By Mikelle Leow, 16 Jul 2019
Image via Cision
Burger King is setting customers on edge with its new “game” challenging them to identify the mystery meat, or non-meat, of its burgers.
The burger chain in Sweden is convinced it has made its sandwich patties taste just like actual beef or chicken, so it has decided to flame-grill the taste buds of patrons by serving randomized burgers and asking them to distinguish if they’re real meat or not. They’s a 50-percent chance of getting either.
Not wanting to repeat the mistake of an NYC location that served real ‘Whoppers’ to customers who ordered the vegetarian ‘Impossible Whopper’, Burger King’s menu is split into two. The first is the everyday version, while the other is a new ‘50/50’ menu comprising both regular meat and plant-based burgers.
Customers who opt for the ‘50/50’ menu will either get Burger King Sweden’s new vegetarian ‘Rebel Whopper’ or ‘Rebel Chicken King’ options, or the regular meat-based ‘Whopper’ or ‘Crispy Chicken’ sandwiches. They will then have to guess if their burger contains actual meat.
Patrons will only find out the contents of their burgers when they scan their boxes through the Burger King app.
The slightly discomfiting campaign was launched in collaboration with Ogilvy-owned creative agency Ingo Stockholm. The guesses made by visitors, no matter how many are right or wrong, will then fuel new ads that Burger King Sweden plans to launch later this summer.
Image via Cision
[via CNBC, images via Cision]
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