Grotesque or Genius?

Fast-food giant, Burger King has been the subject of controversy after its “Moldy Whopper” ad aired last Wednesday. The ad features a time lapse of Burger King’s famous Whopper sandwich decomposing over the course of 34 days, and becoming increasingly moldy and disheveled in this process. The end of the ad presents the tagline, “The beauty of no artificial preservatives”. This ad was all part of an effort to highlight Burger King’s new initiative to remove all artificial flavors, colors, and preservatives from their most popular burger, the Whopper.

While Burger King’s ad conveyed an important message as the company transitions to healthier practices, the commercial was ridiculed by many as being distasteful and grotesque. Some customers were so repulsed by the ad's imagery that they stressed that they would not return to Burger King. At the same time, however, others have called Burger King’s “Moldy Whopper” ad genius - Burger King has gained a spot in the headlines and word is spreading about their new no artificial preservatives initiative. This transition by Burger King is crucial to capture more health-conscious consumers.

Overall, Burger King’s unconventional advertising strategy has left marketing specialists to debate over the recent ad’s effectiveness, however, no overwhelming consensus has been reached. It seems only time will tell if this risky move pays off for Burger King.