This post is about one of the leading fast food outlet "Burger King" campaign named "Burger King’s Moldy Whopper". This campaign was debut on youtube channel on Feb 19,2020 .The "Moldy Whopper" spot accumulated more than 1.7 million YouTube hits.

Campaign Name : Moldy Whopper

Objective: The main objective of the campaign was “to start changing the perception of Burger King's food and, with that, increase consideration to visit our restaurants.”The ad campaign is meant to draw attention to the chain's move away from preservatives and artificial flavors, which many fast-food chains have long been criticized for using.

Content : Basically , Burger King's signature Whopper was left open in air. As a result , whopper was decomposed within 34 days.

Impact : Burger King created it with a combination of negative emotions, like Gross, Inappropriate and Incredulous. It’s a sure fire way to capture Attention and “Moldy Whopper” did just that at levels 10% above norm.

With that much Attention, Burger King successfully communicated new Information which was the most favorable element for viewers. The “no preservatives” Message was named the top Single Best Thing about the ad.

Result : In terms of desire stoked in a general group of consumers, it found the creative landed 36% below average QSR advertising benchmarks. Over one-fourth of viewers (26%) were actively turned off to purchasing from Burger King due to the ad that shows a Whopper accumulating mold over 34 days. Emotional reactions were similarly negative, with the moldy Whopper strongly evoking feelings like "Gross," "Inappropriate" and "Ridiculous."
But visceral responses resulted in the ad capturing attention levels 10% higher than the QSR norm when viewed to completion. Burger King's central message — that the Whopper grew moldy because it had no artificial preservatives — was also well communicated and ranked as the "single best thing" about the ad among those surveyed.