Burger King
Burger King set out to highlight its flame-grilled burgers. Internal research revealed exaggerated food imagery was increasingly perceived as artificial and overstimulating rather than appetizing.
REGION
Europe
AGENCY
White Rabbit
SOFTWARES
Adobe Suite, Meta
YEAR
2019
Replacing visual appetite with conceptual recognition
Flame-Grilled WHOPPER
We removed product photography, but it remained visually present in a subliminal way.
Situational typography
We introduced situational typography — designed to integrate everyday frustration moments with the product.
Conceptual campaigns that connect everyday human experience to the product
4
Situational scenarios explored
1
Universal answer: the Whopper
Flame-Grilled campaign — Europe, 2019
Designed to integrate everyday frustration moments
By leaning into honest, relatable human moments, the campaign reframed the product as a universal emotional solution.
Concept over appetite, emotion over imagery
The campaign proves that removing the product can make it more present in the consumer's mind.