Farah El Feghali - #BurgerVérité

THE MYSTERY BURGER IS BACK…OR IS IT?

Burger King France was the last major Quick-Service Restaurant that hadn’t signed the Better Chicken Commitment,

a pledge for better farming practices that guarantees, for example, a minimum of 20% of chicken raised outdoors.

L214, France’s most active animal welfare organization, wanted to put pressure on the fast-food giant to commit and improve its farming practices to match its competitors.

So, we turned Burger King France’s most iconic and anticipated campaign against them:

The #MysteryBurger became the #TruthBurger.

Every year in France, Burger King launches a 2€ mystery pack that includes random burgers from its menu.

Using their existing look & feel, we hijacked the emblematic mystery pack to reveal the truth behind Burger King France’s chicken.

In addition to a shocking visual and headline, a QR code redirected users to a microsite with a video of Burger King farms and a petition.

Every signature generated a tweet @BurgerKingFrance.

More than 650 volunteers were mobilized across +30 cities to distribute +20K #TruthBurgers in front of Burger King restaurants and drive thru

- even infiltrating food delivery apps such Uber Eats & Deliveroo.

On social, #TruthBurgers were sent to influencers for live-unboxing.

The campaign gained nationwide coverage and was endorsed by politicians, even making it to the top trends on Twitter on the day of the launch.

Eventually, Burger King agreed to match the Better Chicken Commitment.

“With 18 chicken per square meter, this is what it looks like to be raised in a Burger King farm.”

— Truth Burger #1

“This is the first time this chicken takes some fresh air. It’s unfortunate that it had to wait until it became a burger.”

— Truth Burger #2

PRESS RELEASE

“Since Burger King chicken have no personal space, we gave them some here.”

— Truth Burger #3

**POLITICAL ENDORSEMENT**

Politicians Sandrine Rousseau & Manon Aubrey were on the spot in Paris distributing the #TruthBurger.

“This is not a new sauce. These are excrements in which Burger King chicken spend all their lives marinating in. Creamy.”

— Truth Burger #4

BTS

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Client: L214 / ECD: Cedric Astrella / ACD: Farah El Feghali / Senior Art Directors: Edouard Rech & Hervé Guillot / Copywriter: François Charles.

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