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

Victoria police warns of text, vacation rental COVID-19 fraud attempts

Frauds appearing online, in text messages and through vacation rentals

Development and building applications in Victoria can now be submitted online

Victoria mayor moves daily update to 2:30 p.m. every weekday

COVID-19: Health care workers seek alternative housing options to prevent families from getting sick

Volunteers, residents and businesses step up to provide frontline workers with alternative housing

Victoria Police see new trends in calls due to COVID-19

Police link jump in domestic, mental health calls to pandemic

BC Parks Foundation organizes virtual picnic for the province

Join a B.C.-wide picnic online Saturday, March 28

Trudeau announces 75% wage subsidy for small businesses amid COVID-19

This is up from the previously announced 10 per cent wage subsidy

COVID-19: A message from the publisher

We will be making some changes to our print editions during these unprecedented times

World update, 9:30 p.m. March 27: Positive news in Korea as U.S. hits 100,000 cases

The United States now has the most coronavirus cases of any country in the world

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

COVID-19: Qualicum Beach youngster gets car parade for his sixth birthday

Friends get creative after party cancelled due to ongoing pandemic

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

Ministry of Education rolls out new tool for school

Nanaimo RCMP ask for help locating 17-year-old girl believed to be with 36-year-old man

Mary Cyprich, missing since Thurday, might be in company of Force Forsythe

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

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

Most Read