Burger King’s plant-based puzzlement

Marking Forsman & Bodenfors’ first work for Burger King since winning the account for the Scandinavian market, this promotion of the brand’s plant-based menu sees a taste test takes a little longer than is ideal. 

Directed by Vedran Rupic and Gustav Sundström through Business Club Royale, the film sees a man with his pregnant partner at a Burger King diner become catatonically confused when he’s asked to determine which of two burgers is the plant-based one. 

She can’t hang around for his decision and leaves him pondering the puzzle. Something he steadfastly continues doing throughout various visits down the years from his growing family.  

Karolina Groop, copywriter at F&B commented: "We worked with a very simple and true creative insight: the fact that Burger King’s plant-based burgers taste identical to the regular ones. And then we decided to take this to the extreme."

The campaign has been running on national TV and social media in Sweden, Denmark and Norway. During the launch Burger King also converted some of their most popular restaurants to exclusively serve plant-based meals.