“Tell us Burger King uses 100% real ingredients without telling us Burger King uses 100% real ingredients.” - D&AD
Seriously. So we focused on the fact that you won’t feel as much shame eating Burger King as you would eating any other fast food:
Less shame, more satisfaction.
ST: Hunter Mott, Thuraya Al-Wazzan, CBM: Bradley Wells
Script
Extras
Instead of blatantly telling the customer "we use real ______," we're reinforcing that there's less shame involved when eating at Burger King.
More of a self-moderated reminder of how shameful eating fast food feels than an actual promotional punch card. Because we doubt McDonald’s would punch this for you, but it’s just a fun little way to keep the brand on top of consumer’s minds.