In Burger King we wanted to take advantage of this new social reality while breaking the fast-food artificial barriers and highlighting that our Whopper is 100% flame grilled, 100% Free from artificial flavours, colours or preservatives…. because in BK we believe that now Real tastes better than ever!

The idea generates debate and tension about what is Real or Fake through the campaign idea “Robots fake staff”.

We play with viewer´s perception with the hyper-realistic power of AI generating 100% credible images announcing that robots are becoming part of BK staff questioning: “Is it true?”. We reveal afterwards that the only 100% real element is the real photograph of the Whopper to enhance the authenticity of the ingredients with which it is made.

We use AI not only as a tool but as the core of the idea message and we take the most out ofeach media support to play about the tension “fake vs real”.Visuals are generated with artificial intelligence where you can see that a new and unexpectedstaffmember has naturally arrived to the restaurants of Burger King in Brazil; a robot. The robotis naturally seen in the most known scenes of Burger King: the Whopper preparation in thekitchen, hanging out with other human staffmembers, delivering the food and even interactingwith the younger clients.

The campaign becomes alive by using the Fake-Out-Of-Home trend and launching a Fake OOHvideo announcing that robots are becoming part of BK staffto reveal after 2 days that it isactually a fake and that the only 100% not artificial thing in the ad is the Whopper (our mosticonic Burger) and the way it is made. The debate is flamed in other media such as digital OOH,double print page and a variety of social media formats.

While in society we are all “Tired of Fakes” in BK, and after 70 years, we truly believe “Real TastesBetter”.

With almost no media investment and no promo involved we organically flamed debate in media in 24 hours with a 100% product centric campaign with King results:

More than 3 millions of impressions in 6 days

100% positive sentiment

We became the most preferred burger for influencers

We broke barriers about Burger King´s artificiality and we increase Whopper´s naturality and real ingredients perception… putting the Whopper on the Brazilian podium.