The target group wasn't mainly vegetarians, but flexitarians. People who mainly eat meat but want to go for vegetarian more often. This segment had grown rapidly in Sweden.

There has been veggie options before. But their taste haven't been close to, or even tried to imitate beef. Resulting in scepticism towards vegetarian options. A lot of people won't risk their lunch for it, and change their mind to order a meat Whopper last minute.

With the new Rebel Whopper. Burger King had a plant based burger that really taste delicious, just like a meat burger. It really was hard to tell the difference.

By launching the 50/50 meal they made the plant based order much easier to do. It not only lowered the odds of not getting a meat burger by 50% it also gave the message that the taste experience is more or less the same.

A new meal was launched at all Burger Kings restaurants in Sweden - The 50/50 meal. When ordering it. You had a 50% chance you get a meat burger, and 50% chance you get a plant based-burger.

When you ordered it an algoritm in the cash register decides what type of burger you got. The customer had no idea.

The only way to find out what you got was to download the Burger King App and scan a symbol on the special designed 50/50-box – and then guess what you got. You had to place your bet before we revealed which burger you just ate.

The decision was made to focus on flexitarians (who alter between meat and vegetarian food). They are a much larger part of the Swedish population than vegetarians. But there were barriers to over come. Even if most people say they prefer vegetarian alternatives because its better for the environment och their health, things like taste and saturation made people skeptical.

The message needed to focus on the fact that made them NOT choose a plant based burger. The solution, the 50/50 meal made the choice meat or plant based less dramatic. In between the lines it communicated that what ever burger you got it will taste great and make you full.

A full 50/50 campaign was made, including a 50/50 hamburger box, a full 50/50 restaurant kit, PR, launch film (TV and WEB) and outdoor. The 50/50 activation launched in June 2019.

The campaign got global attention with more than 2 Billion impressions. Many of the largest TV channels and news outlets in Sweden and outside picked up the campaign. 63% of all Swedes noticed the campaign. After the 50/50 campaign, compared to those who didin't notice it - There was an increase of more than 200% who had Burger King as their first choice of a burger place. And an increase of 1100% thought that Burger King hade tastier vegetarian alternatives than McDonalds. Without cannibalizing on other products the 50/50 meal increased daily sales in the Burger King restaurants with 28%. The customers who wanted to find out what they were eating had to download the BK app and first make their own guess if they just had a meat or plant based burger - 44% guessed wrong.