Make it Plant-based
BURGER KING
Have it your way
Did you know you can customize your Whopper in more than 200,000 ways so it perfectly suits your taste? Well, with the introduction of Plant-based in 2019, we doubled that number.
And from there, we moved step by step toward offering our whole menu as a vegetarian option in the world’s first fully
vegan Burger King restaurant.
We even offered our Plant-based products at a reduced price, proving the point that going veggie can actually be the more affordable option.
Cannibalism vs. Vegetarianism?
WTF-ism?
In the beginning, it was all about proving that Plant-based actually tastes as delicious as the original products. So we found reliable experts and conducted scientific experiments to prove our point.
The convincing beauty of Trash TV
To keep our Plant-based news always hot and juicy, we didn’t just rely on delicious product innovations but also catered to the more basic hunger for Trash TV.
Guess who was not lovin’ it?
Of course, introducing a whole Plant-based range was not without challenges. Especially if you want to take it seriously and do it at scale. But it was totally worth it and won us plenty of PR as well as acclaim from our guests and the industry. And luckily, plenty of new customers.
And we didn’t miss a chance to rub our success in the face of our favorite competitor (and fast-food market leader).
With a twinkle in the eye, we warmly welcomed their 2 (!) Plant-based products to our huge family and even “helped” them turn their delicious McRib into a Plant-based version.
Over the last few years, Plant-based has always been an important topic for Burger King, so you can imagine this is only a fragment of the work.
Of course, there were also plenty of “normal” ads, like billboards customized for different cities and locations, putting the focus on the delicious taste.
