The fast-food industry is witnessing a transformative era led by plant-based pioneers Beyond Meat and Impossible Foods. Despite their rise, consumers remain apprehensive, often due to prevailing myths surrounding plant-based alternatives. Our goal: Debunk these myths.

This purpose-driven awareness campaign, orchestrated by Burger King, playfully pits Impossible Foods against Beyond Meat in a battle of plant-based burger supremacy. We aim to attract regular fast-food consumers who are aware of health factors & curious about plant-based alternatives, aged 18–35, semi-educated & tech-savvy. Burger King’s fun, absurd approach highlights & demystifies the taste and nutritional merits of plant-based offerings while conveying that the switch to plant-based is less about forgoing and more about embracing. Showing they’re as delicious as traditional options, if not more. Making it appealing and accessible to everyone.

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