CLIENT
Restaurant Brands International
Fernando Machado, Global Chief Marketing Officer
Chris Finazzo, President, Burger King North America
Liza Keller, Senior Manager, Marketing Communications
Marcelo Pascoa, Head of Global Marketing
Renato Rossi, Head of Marketing, North America
Diego Suarez, Lead Marketing Communications
Nicole Alevizos, Director, Marketing Communications
AGENCY
Tony Kalathara, Executive Group Creative Director
Fernando Pellizzaro, Creative Director
Jean Zamprogno, Creative Director
Leticia Romano, Art Director
Jon Carlaw, Director of Strategy
Jenny Gobel, Account Supervisor
Stefane Rosa, Group Account Director
Nellie Santee, Copywriter
Stephanie Salvador, Senior Brand Planner
Alexander Allen, Copywriter
Vanessa Amaral, Junior Planner
Carlos Torres, Executive Producer
Andy Tamayo, Art Director
Alison Brod Marketing + Communications *Lead Agency
MullenLowe U.S.
Horizon Media
500 Degrees Studio
Jones Knowles Ritchie
SUMMARY
When Burger King launched the Impossible Whopper, we knew we were playing with fire. We had a plant-based sandwich that tastes like beef, but an audience that won't flex on taste. To flip the skeptics, we had to fool the experts with the biggest blind taste test. We switched the 100% flame-grill beef patties for 100% flame-grilled plant-based Impossible patties. With hidden cameras rolling, we waited to see if anyone would notice. They didn’t. For everyone else watching, we had a simple provocation: “Try it and don’t taste the difference.”
