The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Creative Effectiveness / Consumer / Brand
Annual ID
OS22_CE005S
About the Work
The fast food industry has a famously bad reputation, built on poor quality, additive-ridden food.
Not only that, but it suffers greatly when it comes to trust, ranking second to Big Pharma on most distrusted institutions.
If you think the category has it bad, Burger King struggles even more.
In our guests’ eyes, we’re not doing enough to meet food quality expectations. Only 38% of U.S. guests agree with the statement that we use fresh ingredients, and only 42% agree that our food is freshly prepared. It’s greatly impacted our business: our main barriers to visitation include how guests feel about our food and food quality perception; ultimately impacting sales.
Every fast food restaurant is joining in on the battle to shift perception, using the same claims of real and fresh food.
It’s a cluttered category where no brand is really heard, and the fact that Burger King's consistently outspent by the category leader—in 2019, McDonald’s spent nearly double our media budget—doesn’t make it any easier to stand out.
Evolving guest expectations for natural ingredients and transparency—especially young guests—have been putting pressure on the category to change.
To future-proof our business, we’d need to capture this audience.
We faced a huge, four-pronged challenge:
1. Category mistrust, combined with our low food quality perception scores—especially among younger guests
2. Low consideration to visitation
3. Impact in sales
4. A smaller budget than the competition
The key that would unlock all of this would be shifting guest perception about Burger King's food. And we knew we’d have to offer the industry skeptics hard, undeniable proof to do it.
Enter Moldy Whopper, showing our commitment to real, preservative-free food. It might’ve gone against every convention, but it showed that mold could be a beautiful thing, too.
Not only that, but it suffers greatly when it comes to trust, ranking second to Big Pharma on most distrusted institutions.
If you think the category has it bad, Burger King struggles even more.
In our guests’ eyes, we’re not doing enough to meet food quality expectations. Only 38% of U.S. guests agree with the statement that we use fresh ingredients, and only 42% agree that our food is freshly prepared. It’s greatly impacted our business: our main barriers to visitation include how guests feel about our food and food quality perception; ultimately impacting sales.
Every fast food restaurant is joining in on the battle to shift perception, using the same claims of real and fresh food.
It’s a cluttered category where no brand is really heard, and the fact that Burger King's consistently outspent by the category leader—in 2019, McDonald’s spent nearly double our media budget—doesn’t make it any easier to stand out.
Evolving guest expectations for natural ingredients and transparency—especially young guests—have been putting pressure on the category to change.
To future-proof our business, we’d need to capture this audience.
We faced a huge, four-pronged challenge:
1. Category mistrust, combined with our low food quality perception scores—especially among younger guests
2. Low consideration to visitation
3. Impact in sales
4. A smaller budget than the competition
The key that would unlock all of this would be shifting guest perception about Burger King's food. And we knew we’d have to offer the industry skeptics hard, undeniable proof to do it.
Enter Moldy Whopper, showing our commitment to real, preservative-free food. It might’ve gone against every convention, but it showed that mold could be a beautiful thing, too.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
INGO / Stockholm
DAVID / Miami
Publicis / Romania
Production Company
Colony / Stockholm
Copywriter
Magnus Ivansson
Pablo Murube
Chief Creative Officer
Eduardo Marques
Jorg Riommi
Composer
Stephan Moritz
Director
Markus Ahlm
Danny Simon
Director of Photography
Viktor Kumlin
Executive Creative Director
Bjorn Stahl
Pablo Dachefsky
Executive Producer
Carlos Torres
Group Creative Director
Fernando Pellizzaro
Jean Zamprogno
Music Supervisor
Maria Moritz
Photographer
Pål Allan
Producer
Jenny Steggo
Lena Von der Burg
Sound Designer
Quint Starkie
Strategist
Simon Stefansson
Account Director
Rickard Allstrin
Account Manager
Mia Melani
Co-Founder
Ryan Schinman
Final Art
Åsa Eklund
Alexander Lundvall
Food stylist
Anna Lindblad
Global CCO
Pancho Cassis
Bruno Bertelli
Grade
Jean-Claude Soret
Graffer
Kalle Dahlberg
Group Account Director
Stefane Rosa
Online
Erik Lindahl
Photo assistant
Erik Ögnelooh
Tech Director
Stefan Kindgren
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