Burger King’s All-Veggie Posters Are So Tantalizing, Meat Eaters Would Be Fooled
Image via David Madrid
Carnivores won’t miss the meat in these posters illustrating the comparably satisfying feel of Burger King’s plant-based Whoppers. Created by advertising agency David Madrid, the animal-free imagery tricks the eyes as it passes off as ingredients like prosciutto and bacon.
In truth, the pictures are juicy closeups of red pepper, beetroot, and radicchio.
It’s disconcerting how the colors and fibers of vegetables can appear so uncannily like the marbling and muscle networks of raw meat.
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“Sorry for the confusion, meat lovers,” the advertisements apologize.
The campaign, entitled Meat?, is being displayed online and across out-of-home allocations in Brazil, Costa Rica, Germany, and Mexico. It upholds that the plant-based Whopper doesn’t just look like its traditional meaty counterpart, but it tastes the same too.
“Many times, guests can’t tell the difference between the traditional Whopper and the plant-based Whopper,” describes André Toledo, executive creative director at David Madrid, in a statement published by Creative Review. “So we challenged a food photographer and a food stylist to shoot some vegetables in a way that would make them look like meat.”
“The idea was to create ads that would make people ask themselves ‘Wait, is this meat or is this a plant?’” Toledo continues.
Burger King’s head of global brand marketing Iwo Zakowski tells The Drum: “We wanted to bring a visually powerful message that makes you reconsider that not everything in life is what it seems to be.”
“At Burger King, there is always something on the menu for everyone.”
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[via Creative Review and The Drum, images via David Madrid]
