The back story is simple. In the world of plant-based food, taste is: the driver, the barrier (most don’t believe plant-based food taste good)(1) and the heart of communications.

How does BK position itself as having the most amazing plant-based burgers?

Back in 2019, BK was the first QSR brand to launch a plant-based burger, but it has not managed, at first, to have a powerful strategy or comms.

The challenge was to create a long-term creative strategy that would generate awareness and trial through the amazing “taste fidelity” of BK’s plant-based products. It was also important that the campaign worked for all new products and across borders.

As a global initiative, the specific goals varied according to the countries, but overall, the key common objectives were:

Bring AWARENESS to the plant-based platform.

Generate TRIAL for the new products.

We took the message to a cultural level talking about some of the doubts and confusion that exists around current and relevant topics. With sarcastic and ironic observations, this campaign aimed at provoking reflections that would connect with the audience. The dark but at the same time light humor tone allowed us to create an atmosphere that connected with the taste of our product, which is just as confusing as the times we live in.

Letting your daughter dress up as a princess instead of a superhero… does it make you a bad parent?

Buying an eco-washing machine on Black Friday… is it good for the environment?

Veggie nuggets that don't have chicken, but taste like chicken? As good as confusing, like the world today.

“Even More Confusing Times” followed “Confusing Times, a campaign that talked about our taste superiority speaking very little about product. That confusing.