The fast-food industry is witnessing a transformative era led by plant-based pioneer Impossible Foods. Despite their rise, consumers remain apprehensive, often due to prevailing myths surrounding plant-based alternatives. Our goal: Debunk these myths.
Targeting health-conscious, climate-aware fast-food lovers aged 18–35, who are curious about plant-based alternatives, Burger King imagines a world where cows finally enjoy everyday human activities. Cows are dining out eating burgers, relaxing on beaches, & even visiting drive-thrus. BK highlights & demystifies the taste and nutritional merits of its plant-based offerings, showing that the switch to plant-based is not a sacrifice–it’s as delicious as traditional options, if not more. Burger King doesn't preach; instead, it invites everyone to embrace a tastier, more sustainable future that's appealing & accessible to everyone.
It’s 2025. You can now feed burgers to a cow. It's finally their turn to pull up a chair & taste the classic burger, & fix it up their way. WAIT WHAT... cow eating cow!?... NO! Why? Because Burger King’s plant-based burgers flipped their fate. Burger King imagines a realm where we follow a family of cows: “The Uddersons”, through a series of spots doing normal human things, finally enjoying everyday human activities. Free from becoming dinner… cows are thriving—dining out, relaxing on beaches, and even visiting drive-thrus. These will double as social content, reels & stories.
Where’d all the cows go!? If it’s truly the cows turn, that means their busy living life… so what about all the ads? We see a series of out-of-home executions where our cows literally “escape” ads. We show them busting out of billboards, ziplines, breaking through billboards, or hanging mid-escape. The idea is to create wild experiences that make people driving by do a double take.
A tongue-in-cheek twist on the Running of the Bulls. Partnering with existing city runs like SF Bay to Breakers & NYC Marathon, runners wear cow & burger costumes, carry burger-topping batons, and wave Impossible flags as they pass the bun, lettuce, tomato, & so on—Each finish line features a cheering cow-coach from the Udderson family, comedic announcers narrating, & a celebration with plant-based treats. Race winners earn free Impossible Whoppers & donations made in their name to animal sanctuaries, it’s a celebration of progress, powered by runners and backed by Burger King.
Take the planet’s pulse: Transform city sidewalks into AR-powered health stations where passersby can check the heartbeat of the Earth—based on their burger choices. The message is clear: save the Earth, one bite at a time. Touch-activated screens simulate two futures: one chaotic & climate-ravaged, the other stabilized by a plant-based diet. When users choose an Impossible burger, the planet’s pulse visibly improves in real time, reinforcing the power of a burger. BK pop-ups serve samples, while QR codes on wrappers lead to environmental stats & impact breakdowns. Participants receive an “Earth-Saver” badge to share on social, turning the experience into a viral, values-driven challenge.
A victory lap for The Uddersons.
