The Moldy Whopper

Gallery

A time-lapse of a Whopper rotting, on a billboard, to prove no artificial preservatives. Genuinely gross and genuinely brave. It bet that honesty about the gross part would beat appetite-appeal, and the debate alone earned it enormous reach.

Cities

New York CityLondonStockholm

Formats

BillboardsPrintFilm

Creative agency

DAVIDINGO

Media agency

Publicis

Media owners

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ICPs

fast-food consumersingredient-conscious diners

Est. cost

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Est. reach

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Sources

• www.ogilvy.com/work/moldy-whopper
• www.adsoftheworld.com/campaigns/the-moldy-whopper
• www.wpp.com/en/case-studies/david---burger-king-moldy-whopper