{"id":1972,"date":"2020-03-27T21:43:07","date_gmt":"2020-03-27T21:43:07","guid":{"rendered":"https:\/\/info.maccabee.com\/blog\/?p=1972"},"modified":"2024-12-18T16:09:37","modified_gmt":"2024-12-18T16:09:37","slug":"burger-king-moldy-whopper","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/burger-king-moldy-whopper\/","title":{"rendered":"Burger King\u2019s Moldy Whopper: The Future Of \u2018Viral Marketing\u2019 In A Post- Coronavirus World?"},"content":{"rendered":"<p>It\u2019s impossible to forget the first time you saw Burger King\u2019s \u201cMoldy Whopper\u201d spot \u2013 a 45-second time-lapse video of a mold-infested Whopper that was produced not by a competitor, but by Burger King itself.<\/p>\n<p>Oh, did that Moldy Whopper make an impact: <em><a href=\"https:\/\/www.adweek.com\/brand-marketing\/burger-kings-moldy-whopper-is-disgusting-according-to-social-media-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">AdWeek <\/a><\/em><a href=\"https:\/\/www.adweek.com\/brand-marketing\/burger-kings-moldy-whopper-is-disgusting-according-to-social-media-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">revealed the Moldy Whopper hashtag received 21 million impressions<\/a>, while mentions of Burger King increased by more than 500%. As a PR professional devoted to protecting our clients\u2019 brands, it was astonishing to see Burger King produce a video that showed its food decomposing. As our world grapples with the COVID-19 pandemic, we thought it would be a relief to escape \u2013 just for these few minutes \u2013 to a recent campaign that (in its reveling in moldy growths) would be unthinkable to launch now in this current era of the coronavirus.<\/p>\n<p>For marketers, the Burger King campaign sparked a frenzy of questions \u2013 what\u2019s the gap between delightfully bold and a campaign too far? Is inviting your customers to watch your product rot on camera good for a brand? Is this campaign \u2013 and other envelope-pushing restaurant ads such as <a href=\"https:\/\/www.wk.com\/work\/kfc-the-return-of-the-colonel\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wieden+Kennedy\u2019s \u201cReturn of the Colonel\u201d work for KFC<\/a> \u2013 a sign of trends to come?<\/p>\n<p>Here are my reactions to viewing the Moldy Whopper:<\/p>\n<ul>\n<li>I will never eat another Whopper again.<\/li>\n<li>I admire the three agencies that created the spot \u2013 and, incredibly, got this 45-seconds of brand destruction approved by their client. Absolutely no one associated with the Burger King ad played it safe \u2013 and we love that.<\/li>\n<li>I had no idea that there were preservatives in Burger King products. But now that I know: I\u2019m thinking, if preservatives are bad for me, why did Burger King allow me to consume them for years?<\/li>\n<li>I respect the Burger King executives who approved the mad idea of positioning a fat, salt, sugar and calorie-filled food item as \u201creal food,\u201d by showing it rotting.<\/li>\n<li>I love the use of Dinah Washington\u2019s song, \u201cWhat A Difference A Day Makes\u201d as the soundtrack for the fungal assault on the burger. Miss Dinah is back!!<\/li>\n<\/ul>\n<p>We checked in with three of our favorite brand experts for <em>their<\/em> opinions on the Moldy Whopper \u2013 Persuasion Arts and Sciences\u2019 creative director Dion Hughes; crisis communications counselor Jon Austin; and Preston Kelly chief creative officer Chris Preston. Here\u2019s what they had to say in interviews just before the COVID-19 pandemic erupted in the US:<\/p>\n<h2><strong>On Whopper Flashbacks and the Attention Economy<\/strong><\/h2>\n<div id=\"attachment_1978\" style=\"width: 194px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1978\" class=\"wp-image-1978\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Jon-Austin-212x300.jpg\" alt=\"headshot of Jon Austin\" width=\"184\" height=\"260\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Jon-Austin-212x300.jpg 212w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Jon-Austin-724x1024.jpg 724w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Jon-Austin-768x1086.jpg 768w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Jon-Austin-1086x1536.jpg 1086w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Jon-Austin-1448x2048.jpg 1448w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Jon-Austin.jpg 1697w\" sizes=\"auto, (max-width: 184px) 100vw, 184px\" \/><p id=\"caption-attachment-1978\" class=\"wp-caption-text\">Jon Austin, crisis communications counselor<\/p><\/div>\n<p>\u201cFirst, and I think I speak for millions of people who otherwise think well of the Whopper&#8230; eww, <em>gross<\/em>,\u201d responded Austin. \u201cYou can\u2019t un-see that image, and it\u2019ll be a while before I can eat a Whopper without getting flashbacks. But, if you believe we live in an attention economy where the most important key to success is getting a foothold in people\u2019s minds, regardless of whether it\u2019s good for bad, then this is way more successful than a straightforward announcement about preservatives.\u201d<\/p>\n<p>\u201cMy feelings about the Moldy Whopper are contradictory\u201d added Hughes. \u201cFor a start, I admire it greatly, as it\u2019s of the very small percentage of work that gets noticed and talked about. Nobody writes about the 99 percent of work that is dull, condescending, ugly, thoughtless or inane.\u201d<\/p>\n<p>And yet \u2013 <em><a href=\"https:\/\/www.marketingdive.com\/news\/burger-kings-moldy-whopper-ad-sparks-visceral-reactions-but-scores-on-su\/572827\/\">Marketing Dive found<\/a><\/em> that over 25% of viewers of the ad were turned off to purchasing from Burger King. \u201cAnytime a negative score is greater than single digits, our clients believe an ad is a failure,\u201d explained Preston. \u201c25% visceral negativity is an unmitigated disaster.\u201d<\/p>\n<div id=\"attachment_1976\" style=\"width: 238px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1976\" class=\"wp-image-1976\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Chris-Preston-300x300.jpg\" alt=\"headshot of Chris Preston\" width=\"228\" height=\"228\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Chris-Preston-300x300.jpg 300w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Chris-Preston-150x150.jpg 150w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Chris-Preston.jpg 600w\" sizes=\"auto, (max-width: 228px) 100vw, 228px\" \/><p id=\"caption-attachment-1976\" class=\"wp-caption-text\">Chris Preston, Chief Creative Officer at Preston Kelly<\/p><\/div>\n<h2><strong>On Brave Advertising and the Mold Apocalypse <\/strong><\/h2>\n<p>\u201cI believe in work that makes a positive emotional connection \u2013 courage and originality are in our agency values, so I\u2019m pre-programmed to applaud brave work,\u201d continued Preston. \u201cIn the case of\u00a0 this mold apocalypse, however, I think the emotional power is 100% negative, and the basic human survival reaction to rot cannot be overestimated.\u201d<\/p>\n<p>Austin wondered which audience cares about preservatives. \u201cAmong the universe of people who eat fast food \u2013 of which I\u2019m an enthusiastic member \u2013 I\u2019m hard pressed to believe any of us are going to start eating more Whoppers because they have less preservatives. Burger King\u2019s customers are not eating there because it\u2019s a healthier choice.\u201d<\/p>\n<h2><strong>On Video vs. Stills and the Road to Decay <\/strong><\/h2>\n<p>Dion Hughes raised the point that one\u2019s impression of Burger King\u2019s campaign varied depending on if you watched the video or saw the still images of the Whopper. \u201cI\u2019ll admit being grossed out by the still images, but watching the actual video, it does have more nuance to it, starting off with a very delicious looking burger before descending down the dark road to decay,\u201d said Hughes. \u201cIf media critics are judging the campaign based upon a still image, dig a little deeper.\u201d<\/p>\n<p>\u201cFor me and my people \u2013 the folks whose passenger side footwells are full of fast food wrappers and other residue,\u201d concluded Austin, \u201cwe suspect preservatives are actually a benefit. While it hasn\u2019t happened recently, a day-old cheeseburger has been an acceptable meal for me on occasion.\u201d<\/p>\n<h2><strong>On The Real Audience For an Agency\u2019s Ad<\/strong><\/h2>\n<p>But wait \u2013 were consumers really the target audience for the Moldy Whopper campaign \u2013 or was it the BK franchisees? We\u2019re reminded of Fallon\u2019s \u201cBob Johnson\u201d ad for Holiday Inn, featuring a transsexual who invested in gender reassignment surgery to demonstrate the chain\u2019s $1 billion in renovations. Was the trans spot going to drive travelers to a Holiday Inn? No matter. The hotel\u2019s franchisees <em>adored<\/em> Fallon\u2019s spot: the International Association of Holiday Inns reported that franchisee phone calls were 5 to 1 in favor of the ad..<\/p>\n<div id=\"attachment_1977\" style=\"width: 349px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1977\" class=\" wp-image-1977\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Dion-Hughes-300x200.jpg\" alt=\"headshot of Dion Hughes\" width=\"339\" height=\"226\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Dion-Hughes-300x200.jpg 300w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Dion-Hughes-1024x683.jpg 1024w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Dion-Hughes-768x512.jpg 768w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Dion-Hughes-1536x1025.jpg 1536w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/03\/Dion-Hughes-2048x1366.jpg 2048w\" sizes=\"auto, (max-width: 339px) 100vw, 339px\" \/><p id=\"caption-attachment-1977\" class=\"wp-caption-text\">Dion Hughes, Creative Director at Persuasion Arts and Sciences<\/p><\/div>\n<p>So could the Moldy Whopper be seen as a success in keeping Burger King franchisees happy, while turning the stomachs of some hungry consumers?<\/p>\n<p>\u201cI did a quick poll of people engaged with burgers,\u201d said Hughes. \u201cMy son, who eats at Burger King once a week, says he couldn\u2019t care less. He thinks it\u2019s gross but funny, and it resonated with him. A friend of mine, a former marketing leader in the restaurant industry, thinks it\u2019s a self-inflicted wound. Who\u2019s right? Maybe both. I think as marketers, we\u2019d all do better by our clients to do work that runs the risk of being controversial. If this one idea backfires, so what? It\u2019s a small part of Burger King\u2019s larger effort. The fail would be in not trying.\u201d<\/p>\n<h3><em>Our agency\u2019s final take-away? <\/em><\/h3>\n<p><em>It\u2019s time for more brands to embrace this trend of attention-grabbing, risk-taking marketing, even while being careful of tone given the current coronavirus environment. But first \u2013 ensure that you<\/em> <em>truly know your target audience and their appetite for bold rather than moldy ideas! <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s impossible to forget the first time you saw Burger King\u2019s \u201cMoldy Whopper\u201d spot \u2013 a 45-second time-lapse video of a mold-infested Whopper that was produced not by a competitor, but by Burger King itself. Oh, did that Moldy Whopper make an impact: AdWeek revealed the Moldy Whopper hashtag received 21 million impressions, while mentions&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[30,29],"class_list":["post-1972","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-food-and-beverage","tag-viral-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Burger King\u2019s Moldy Whopper: The Future Of \u2018Viral Marketing\u2019 In A Post- Coronavirus World? - Maccabee Blog<\/title>\n<meta name=\"description\" content=\"A conversation with three brand experts about the recent Burger King Moldy Whopper campaign and what it means for viral marketing today.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/info.maccabee.com\/blog\/burger-king-moldy-whopper\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Burger King\u2019s Moldy Whopper: The Future Of \u2018Viral Marketing\u2019 In A Post- Coronavirus World? 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