Burger King‘s recent campaign addresses a common issue in the food industry – the often stark contrast between advertised food images and the actual product.
Many consumers have experienced the letdown of receiving food that looks drastically different from its advertisement.
The images used in food advertisements are typically heavily edited and styled to enhance their appeal.
In response to this, Burger King in Turkey has launched a new campaign called “Eat What You See” to bridge this gap and ensure customer satisfaction.
The franchise owner in Turkey aimed to demonstrate that their products are exactly as advertised, both visually and in reality.
The campaign, developed by the VML team in collaboration with agency members from Turkey and Dubai, took a straightforward approach.
Burger King’s kitchen prepared several Whoppers as they normally would, without any special enhancements, and these were photographed using a Polaroid camera.
These unedited Polaroid images were then delivered to a courier, who affixed them to pre-prepared billboards that lacked only the photographs.
The courier then installed these unretouched images on the designated billboards, completing the advertisement.