Individual Written Report

Analysis and Evaluation of Burger King’s

"Moldy Whopper" Campaign in the USA (2020)
Student Name: [Your Full Name]
Student ID: [Your Student ID]
Submission Date: [Submission Date]

Module Code: MC5080QA

Module Name: Marketing Communication

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 Table of Contents
1. Introduction..............................................................................................................................................3
2. Background information.........................................................................................................................3

2.1 Campaign rationale..............................................................................................................................3

2.2.1 Campaign objectives.....................................................................................................................4

2.2.2 Target audience.............................................................................................................................4

2.2.3 Creative idea.................................................................................................................................5

3. Analysis and evaluation...........................................................................................................................5

3.1 Marketing communication tools..........................................................................................................5

3.1.1 Advertising....................................................................................................................................5

3.1.2 Public Relation..............................................................................................................................6

3.2 Media Channels and Target Groups....................................................................................................7

4. Evaluation of Campaign Outcomes........................................................................................................8

5. Follow-Up Campaign Proposal...............................................................................................................8

6. Reference..................................................................................................................................................9

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 1. Introduction

In this report, I will be discussing the Burger King’s “Moldy Whopper” marketing communications
campaign with special reference to the United States where it had generated its best results. Burger King,
one of the world’s leading fast-food chains, operates in over 100 countries with a product portfolio
centred around its flagship Whopper (Burger King, 2024). In addition to its burgers, the brand offers a
range of products including chicken sandwiches, fries, plant-based options like the Impossible Whopper,
and desserts (Burger King, 2024). Known for its bold and disruptive marketing strategies, Burger King
leverages its menu diversity and creative campaigns to maintain a competitive edge. In 2020, Burger King
launched the “Moldy Whopper” campaign, focusing on the Whopper to emphasise the removal of
artificial preservatives from its food (Arthur, 2024). This campaign featured a striking visual which was a
time-lapse of the Whopper decaying over 34 days (see Figure 1) to underline Burger King’s commitment
to quality and transparency in its ingredients (Adams, 2020).

Figure 1. Burger King’s "Moldy Whopper" Visual - Day 1 vs. Day 34

2. Background information

2.1 Campaign rationale

Burger King’s “Moldy Whopper” campaign in the USA was developed to address both external and
internal challenges faced by the brand. Externally, fast-food chains like Burger King were increasingly
scrutinized for using artificial preservatives and additives, which did not align with the growing consumer
preference for clean-label food (Machado, 2020). By 2020, 67% of American consumers reported
actively avoiding artificial preservatives (Statista, 2020). Competitors such as Chipotle and Panera Bread
had already established themselves as leaders in the “clean eating” movement, leaving Burger King at

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risk of losing health-conscious customers (NRN, 2015). Moreover, public condemnation of fast foods as
unhealthy foods also intensified this challenge.

Internally, Burger Kings had the problem of how to change operationally to preservative-free products
while controlling for quality and costs. The Whopper, its most famous product, became the center of this
shift (Machado, 2020). This is why the Burger King campaign was designed with the goal of promoting
its preservative-free reformulation while also winning back customer trust and presenting the company as
a pioneer in the fast-food industry.

These problems were solved by this campaign with the help of a provocative creative concept. This sort
of a visual approach was meant to subvert conventional food marketing, create dialogues, and celebrate
the brand’s openness and liberalism (Willoughby, 2024).

2.2.1 Campaign objectives

The primary objectives included:

 Enhancing brand awareness about Burger King's commitment to fresh ingredients.

 Shifting consumer perceptions of fast food towards healthier choices.
 Generate conversations and consumer interest to increase brand consideration and visitation.

2.2.2 Target audience

The campaign targeted millennials and Gen Z consumers in the USA, aged 18–35, who prioritise health
and transparency in food choices (Machado, 2020). This demographic was broken into specific
subgroups:

1. Health-conscious millennials: This group values brands that align with clean eating. Data
showed that 88% of millennials prefer brands offering natural and clean ingredients (Townsend,
2018). The campaign’s message of removing artificial preservatives appealed directly to their
preferences.
2. Social media-influenced Gen Z: Gen Z consumers demand authenticity and gravitate toward
brands that embrace bold, unique messaging (Willoughby, 2024). The campaign’s disruptive
visuals gained traction on platforms such as Instagram and Twitter, where younger users engage
with creative and unconventional content.
3. Casual fast-food consumers: This segment comprises those consumers who occasionally
purchase foods from this category but are conscious of the fact that most foods in this segment
are unhealthy. To achieve this, Burger King sought to persuade these consumers that the
Whopper was natural and in the process sought to make them loyal customers.

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2.2.3 Creative idea
The campaign’s creative concept revolved around a time-lapse video of a Whopper decaying over 34
days, paired with the tagline, " “The Real Whopper. No Preservatives. No artificial intelligence. Just real
food." (Houston, 2024). The video used shocking and controversial images to convey the message of
openness, which has become the norm of consumers’ trust and integrity. The rotting burger was an
effective way of reminding everyone about Burger King’s mission to use natural ingredients, and
therefore the message could not be clearer. As much as it is provocative, the shock value may repel
consumers who are not at ease with such graphic imagery (Dua, 2020). To some extent, it would have
been possible to expand the audience appeal while keeping the message intact, for example, by presenting
the preservative-free Whopper against the background of competitors’ artificial products.

Furthermore, the campaign was not only in line with Burger King’s brand positioning of differentiation
through risky and unconventional marketing (Lundstrom, 2020). Through emphasising the importance of
transparency and quality, the campaign reminded consumers that Burger King is a company that pays
special attention to the health benefits of the innovations in the fast-food market (Netra, 2024). In
addition, the campaign helped Burger King to build its competitive advantage over the rivals like
McDonald’s that displayed a slower response to preservative-free initiatives. While creativity of the
campaign was impressive, Burger King did not forget about the importance of clear message and proper
disclosure; thus, it achieved its sales objectives while enhancing the brand’s image as the one that cares
about its customers and their rights.

3. Analysis and evaluation

3.1 Marketing communication tools

3.1.1 Advertising
The “Mouldy Whisper” campaign in the USA incorporated several marketing communication tools, but
advertising was critical in the campaign. The impact of the ad campaign was impressive; the firm earned
8.4 billion earned media for free and enhanced brand recognition by 50% more than what it got from its
Super Bowl ads (Khairah, 2021). TV ads offered a spoiled Whopper and attracted the audience’s attention
and left a lasting impression. In the social media platform, the campaign was most dominant in the
Instagram, Twitter, and YouTube since these are the most popular site with high viral nature. For
example, the account @burgerking on Instagram posted the pictures of the rotten Whopper and the
captions that spoke about the company’s commitment to the real and preservative-free food (Handley,
2020). On Twitter, the brand engaged its followers using the official account to share their opinions
regarding the campaign with the hashtag #MoldyWhopper having to do with natural ingredients with

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customers (Lundstrom, 2020). To complement the time-lapse video, YouTube was employed to host the
full video of Whopper’s decomposition, which received millions of viewership with many of the
commenters expressing their opinion on the video (Houston, 2024).

The AIDA model (Attention, Interest, Desire, Action) was used effectively in the course of the campaign
so that it could attract attention. The moment interest was gained; by using provocative images, the focus
was maintained on the preservative-free nature of the Whopper. Desire was achieved by associating the
product with health-conscious attitude and action was achieved by guiding people to access Burger King
stores and delivery services.

The primary sub-target groups for advertising included:

1. Health-conscious millennials: The advertising appealed to their desire for transparency and
clean eating.
2. Social media-savvy Gen Z consumers: The bold visuals resonated with their preference for
unique, disruptive content.
3. Casual fast-food consumers: By showcasing the Whopper’s natural ingredients, Burger King
aimed to convert occasional buyers into loyal customers.

These sub-target groups were well-chosen as they aligned with the campaign’s objective of repositioning
Burger King as a transparent and health-conscious brand. However, expanding the advertising to include
a comparison with competitors’ preservative-heavy products could have further strengthened the
campaign’s appeal. The advertising campaign was guided by specific SMART objectives:

1. Specific: Showcase the removal of artificial preservatives.

2. Measurable: Increase brand awareness, measured by impressions (target: 8 billion impressions).
3. Achievable: Based on Burger King’s global presence and innovative messaging.
4. Relevant: Aligns with the brand’s strategy to improve public perception.
5. Time-bound: Campaign impact tracked within three months post-launch.

3.1.2 Public Relation

Public Relations (PR) is defined as the strategic management of communication between an organisation
and its audience to build a positive image and foster trust (Gregory, 2021). In the “Moldy Whopper”
campaign, PR played a significant role in amplifying the message and generating widespread media
coverage. The campaign engaged food critics, bloggers, and influencers to review and discuss the
preservative-free Whopper, creating conversations among their followers. Other influencers such as
FoodBeast and Casey Neistat also reposted the campaign, thus using their authority to reach millions of
their followers across Instagram and YouTube (Rahmadany, Halim and Djaenab, 2022).

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The PR campaign followed SMART objectives:

1. Specific: Generate positive media coverage and build relationships with key influencers.
2. Measurable: Track media mentions, influencer posts, and audience reach.
3. Achievable: Leveraged Burger King’s existing PR relationships and brand reputation.
4. Relevant: Reinforces Burger King’s transparency and industry leadership.
5. Time-bound: PR activities were executed in the weeks leading up to and during the campaign
launch.

Before the launch of the campaign, Burger King engaged in some PR activities; it used press releases and
interviews featuring company officials. For example, The New York Times and Forbes emphasised on
the aspect of controversy regarding the campaign and expanded its media coverage (Rahmadany, Halim
and Djaenab, 2022). PR also made sure that the gruesome image of the rotting Whopper was shown in a
positive light which only affirmed the company’s dedication to using real food products in their burgers.
The primary sub-target groups for PR were:

1. Media outlets and food critics: These groups amplified the message to mainstream audiences.
2. Social media influencers: Their endorsement helped resonate with younger, tech-savvy
consumers.

One possible other target audience for PR could have been advocates for health and well-being, as their
approval would have strengthened the campaign among the target audience of conscious consumers. This
could have been done through partnerships with dietitians or clean-eating enthusiasts.

3.2 Media Channels and Target Groups

Burger King effectively utilized a blend of traditional, digital, and social media channels for the "Moldy
Whopper" campaign. Traditional media, such as TV, ensured mass reach, especially among older
audiences. However, it was the digital channels that drove engagement and virality. YouTube’s long-form
video format showcased the time-lapse in detail, while Instagram and Twitter capitalised on visual appeal
and interactivity, fostering widespread user engagement. The campaign demonstrated excellent
integration and consistency across channels (McLamore, 2020). The tagline, visuals, and key message of
transparency were uniform across TV, social media, and influencer content, ensuring a synergistic
promotional mix (Al Hamdhan, 2021). However, incorporating in-store promotions, such as signage or
QR codes linking to the campaign video, could have created a more interactive offline experience.

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 4. Evaluation of Campaign Outcomes

The campaign was overall very successful in meeting its objectives. It effectively delivered the message
of transparency and the removal of artificial preservatives, resonating strongly with health-conscious
millennials and Gen Z. The campaign’s bold approach grabbed attention and sparked conversations,
helping Burger King stand out in the fast-food industry (Netra, 2024). It also aligned well with changing
consumer preferences for clean eating. Notably, the campaign contributed to a 14% increase in sales and
significantly improved brand perception. As shown in Table 1, it achieved 8.4 billion organic impressions
and exceeded engagement benchmarks on social media, highlighting its impact and success.

Table 1. Campaign Metrics and Results (Source: Khairah, 2021; Netra, 2024))

Metric Result
Organic media impressions 8.4 billion
Increase in brand awareness 50% higher than Super Bowl ad
Social media engagement 159% above benchmark
Consideration to visitation Increased by 22.8%
Total video watch time on 1.4 million minutes
Facebook
Sales growth 14% post-launch

5. Follow-Up Campaign Proposal

If I were responsible for a follow-up campaign in July 2024, I would build on the success of the “Moldy
Whopper” campaign while introducing new ideas to make it even better. My focus would be on adding a
sustainability message to the campaign, as many consumers today care about the environment. I would
update the tagline to something like “The Real Whopper: Clean Ingredients, Clean Planet” to show that
Burger King not only uses real, preservative-free food but also cares about reducing waste and using eco-
friendly packaging.

I would also add interactive features, like augmented reality (AR), where customers can use their phones
to explore the Whopper’s ingredients virtually. This would make the campaign fun and engaging,
especially for younger audiences. On social media platforms like TikTok and Instagram, I would create
challenges, asking people to share their “clean eating moments” with Burger King, which would increase
interaction and excitement. In stores, I would include QR codes on menus or packaging that led to videos
about Burger King’s ingredients and sustainability efforts. I would also partner with health influencers
and dietitians to build trust and appeal to health-conscious customers. This approach would keep the
campaign fresh, relatable, and aligned with modern values.

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 6. Reference

Adams, P. (2020). Burger King’s Moldy Whopper Ad Sparks Visceral reactions, but Scores on
Subversion. [online] Marketing Dive. Available at:
https://www.marketingdive.com/news/burger-kings-moldy-whopper-ad-sparks-visceral-
reactions-but-scores-on-su/572827/.
Al Hamdhan, R. (2021). Application of Emphatic Marketing Strategy at Burger King Company
on Social Media Against Customer Engagement During the Covid-19 Pandemic. Jurnal
Riset Ekonomi Manajemen (REKOMEN), 5(1), pp.73–80.
doi:https://doi.org/10.31002/rn.v5i1.3586.
Arthur, J. (2024). Burger King’s Moldy Whopper Campaign: A Bold Move in Marketing : James
Arthur Design Co – Brand New(s). [online] Jamesarthurco.com. Available at:
https://www.jamesarthurco.com/brand-news/burger-kings-moldy-whopper-campaign-a-
bold-move-in-marketing/.
Burger King (2024). Our Burger Franchise Story. [online] Burger King. Available at:
https://franchising.bk.com/about.
Dua, T. (2020). Burger King’s marketing boss reveals how showing a nasty-looking moldy
Whopper in ads could actually pay off big time. [online] Business Insider. Available at:
https://www.businessinsider.com/the-strategy-behind-burger-king-moldy-whopper-ad-
campaign-2020-2.
Gregory, A. (2021). PLANNING AND MANAGING PUBLIC RELATIONS CAMPAIGNS : a
strategic approach. S.L.: Kogan Page.
Handley, L. (2020). Burger King’s moldy Whopper ad is dividing marketing experts. [online]
CNBC. Available at: https://www.cnbc.com/2020/02/20/burger-kings-moldy-whopper-
ad-is-dividing-marketing-experts.html.
Houston, A. (2024). Jorg Riommi reveals true story of how Burger King’s ‘Moldy Whopper’ was
created. [online] The Drum. Available at:
https://www.thedrum.com/news/2024/11/06/jorg-riommi-reveals-the-true-story-how-
burger-king-s-moldy-whopper-was-created [Accessed 21 Dec. 2024].

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Khairah (2021). Mold, whoppers and awards - how Burger King’s Moldy Whopper campaign
turned out a shocking success. - Independents. [online] Independents. Available at:
https://independents.ai/mold-whoppers-and-awards-how-burger-king-went-from-zero-to-
hero [Accessed 21 Dec. 2024].
Khan, A. (2024). Why Burger King’s Mouldy Whopper was pure marketing genius. [online]
Yourstory.com. Available at: https://yourstory.com/2024/12/mouldy-whopper-marketing-
success.
Lundstrom, K. (2020). Burger King’s Moldy Whopper Is Disgusting, According to Social Media
Analysis. [online] Adweek.com. Available at: https://www.adweek.com/brand-
marketing/burger-kings-moldy-whopper-is-disgusting-according-to-social-media-
analysis/ [Accessed 21 Dec. 2024].
Machado, F. (2020). 5 Lessons Burger King Learned From the Moldy Whopper. [online]
ADWEEK. Available at: https://www.adweek.com/brand-marketing/5-lessons-burger-
king-learned-by-unleashing-the-moldy-whopper/.
McLamore, J. (2020). The Burger King. Mango Media Inc.
Netra (2024). Shockvertising Brilliance of Moldy Whopper | Adtech Today. [online] Adtech
Today. Available at: https://adtechtoday.com/boldy-moldy-a-shockvertising-brilliance-
of-the-moldy-whopper/.
NRN (2015). What America Eats. [online] Available at:
https://www.nrn.com/sites/nrn.com/files/WhatAmericaEats.pdf [Accessed 21 Dec. 2024].
Nudds, T. (2021). Grand Clio Winners: Burger King’s ‘Moldy Whopper’ by David, INGO and
Publicis | Muse by Clios. [online] Muse by Clios | Discover the latest creative marketing
and advertising news. Muse by Clio is the premier news site covering creativity in
advertising and beyond. Available at: https://musebyclios.com/creative-brief/grand-clio-
winners-burger-kings-moldy-whopper-david-ingo-and-publicis/ [Accessed 21 Dec.
2024].
Rahmadany, E.D., Halim, N.M. and Djaenab, D. (2022). An Analysis of Language Styles Used
by Burger King on Instagram Posts. Tamaddun, 20(2), pp.213–220.
doi:https://doi.org/10.33096/tamaddun.v20i2.129.

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Statista. (2020). Artificial preservatives: avoidance among consumers worldwide by region 2016
| Statista. [online] Available at: https://www.statista.com/statistics/868660/global-
consumers-avoiding-artificial-preservatives-by-region/ [Accessed 21 Dec. 2024].
Townsend, S. (2018). 88% Of Consumers Want You To Help Them Make A Difference. Forbes.
[online] 21 Nov. Available at:
https://www.forbes.com/sites/solitairetownsend/2018/11/21/consumers-want-you-to-
help-them-make-a-difference/.
Willoughby, J. (2024). Was the Mouldy Whopper Campaign a Stroke of Genius or a Big
Mistake? [online] Jack Willoughby. Available at:
https://www.jackpwilloughby.com/post/burger-kings-mouldy-whopper-campaign.

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