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

A structure fire was reported in Eagle Rock Mobile Home Park in Armstrong Tuesday, Oct. 27, 2020. (Contributed)
WATCH: Fire in Armstrong mobile home park

Residents reported a large structure fire broke out at 9 p.m.

The  Vernon Magnums fell to the Kamloops Broncos 18-6 in Southern Interior Football Conference Atom  Division play Sunday, Oct. 25, 2020. (Devin Rodger photo)
Vernon Magnums slide against Kamloops in slippery football Sunday

Vernon put in a strong defensive effort but fell 18-6 to Kamloops over the weekend

Community Futures North Okanagan hosted free virtual valley-wide seminars during Small Business Week. (Contributed)
Organization equips Okanagan businesses with pandemic tools

Community Futures sees success in its all-virtual Small Business Week seminar series

Dr. Steve Piper, owner of Monashee Health Collective, is leading an applied research project to develop an app that will help health professionals connect with patients in real time. (Contributed).
Okanagan researchers developing app to connect patients with practitioners virtually

The prototype holistic wellness app will be tested and launched over the next six months

Two have been taken to hospital following a vehicle crash north of Vernon on Highway 97 Tuesday, Oct. 27, 2020. (Brendan Shykora - Morning Star)
Crash north of Vernon causes Highway 97 traffic delays

Emergency crews respond to two-vehicle incident near Swan Lake; occupants taken to hospital

Provincial health officer Dr. Bonnie Henry arrives for briefing on the COVID-19 situation, B.C. legislature, Oct. 26, 2020 (B.C. government)
B.C. records 217 more COVID-19 cases, mask use urged

Infection spike continues, 21 senior facilities affected

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

Los Angeles Dodgers celebrate after defeating the Tampa Bay Rays 3-1 to win the baseball World Series in Game 6 Tuesday, Oct. 27, 2020, in Arlington, Texas. (AP Photo/David J. Phillip)
L.A. Dodgers beat Rays 3-1 to win 1st World Series title since 1988

National League champs claim crown in six games

(Brennan Phillips - Western News)
UPDATE: Flames doused for second time at fatal Penticton apartment fire

The Elm Ave. building first caught fire around 4 a.m., killing two people and displacing dozens

Seven-year-old Aaliyah Rosa was found dead in an apartment in Langley in July. (Langley Advance Times files)
Child’s body cold, no pulse: Off-duty cop testifies in Langley mother’s murder trial

The seven-year-old girl’s mother faces a first-degree murder charge

(Submitted)
Penticton apartment fire claims two lives

An apartment on Elm Avenue went up in flames Tuesday morning

A Summerland woman has set up an online fundraiser to provide backpacks to those being released from correctional facilities.(ca.gofundme.com)
Summerland woman raising money for backpack program

Backpacks will be distributed to those being released from correctional facilities

École de l’Anse-au-sable. (Google Maps)
15 cases of COVID-19 tied to Kelowna Francophone school outbreak

Three other schools in Kelowna are also dealing with potential exposure events

People march during a climate strike in Montreal, Friday, Sept. 27, 2019. THE CANADIAN PRESS/Graham Hughes
Judge rejects 15 youths’ climate change lawsuit against Canadian government

Justice Michael Manson has granted the government’s motion to strike the plaintiffs’ claim

Most Read