Burger King Showing Off It's New Anti-Preservative Pledge With Moldy Bread

A  Burger King poster for the campaign.

How many times have you had a health class in high school where you talk about how bad fast food is for you? How about a video, like the one USA Today did, that shows fast food taking months to decompose? Well Burger King wants to show you that their fast food isn’t as bad as you’d think.

Burger Kings new campaign, The Moldy Whopper, features a moldy whopper sitting in front of the camera being taken over by mold. The campaign shows that they pledged to dropped all artificial preservatives from their food. Along with a video, posters show close-ups of the moldy sandwich with the tag line “the beauty of no artificial preservatives.” While this may seem disturbing to some, the goal is to show that their ingredients are natural and because its natural, it goes bad like food that you’d make at your house would. The campaign started in Scandinavia where they have already stripped their food of artificial preservatives after it was linked to negative effects in children. Most of locations in Europe and 400 locations in the U.S. have changed to follow the pledge and plans to have it in affect for all of the U.S. locations by the end of the year. 

This campaign seems that it was created to combat negative press about the fast food being linked to negative effects in children, but it is also a smart way to follow the new clean movement. Many companies are now working hard to show or create new clean products so consumers feel better about buying that brand. This also effects food which is why it is smart for Burger King to start marketing that they have, in fact, become a better fast food company. It will be interesting to see how other fast food brands will compete with this new campaign.