Burger King expands its commitment to offering fresher, more natural food with the nationwide reduction of 120 “non-essential” artificial ingredients — the blacklist includes mouthfuls like sodium ethyl p-hydroxybenzoate and potassium hydrogen sulphite — and an accompanying Keep It Real Meals promotion.
The effort, which was developed with Burger King agency mainstay David Miami, builds on recent marketing like a “Moldy Whopper” campaign from last year that depicted the chain’s signature menu item rotting over time to eventually become covered in blue and green mold. The gross-out concept highlighted the removal of artificial preservatives from the Whopper in several key markets and served as a shot across the bow at McDonald’s.
