Building a global platform with local soul.
Proving Burger King’s plant-based burgers can satisfy everyone
66% of meat eaters were reluctant to try a plant- based burger, but Burger King was SO confident in their range, we convinced them to turn Burger King's busiest restaurant fully plant
Burger King removed meat entirely from its flagship Leicester Square restaurant. We then boldy encouraged consumers to "cheat on meat" by swapping their Whopper for a free plant- based burger.
From the restaurant takeover to influencer content, every element of the campaign was designed to drive trial and demonstrate the tastiness of the plant-based range.
The campaign reinforced a clear story around challenging perceptions and showing that Burger King's meat-free burgers are just as satisfying as the beef counterparts.
