Burger King Pokes Rivals by Highlighting Unexpected Ingredients in their Menus

Apr. 15, 2025

Burger King® presents the campaign "No LaBK" an initiative that conveys the brand's continued commitment to using as few artificial ingredients as possible – 96% of the menu is already free of artificial coloring, scents, or preservatives. The company has been phasing out such ingredients over the years. 

Developed by AlmapBBDO in partnership with StreetWise, the campaign uses a creative, provocative approach to invite people to reflect on the fact that artificial ingredients commonly found in other fast-food items are also used in completely industrial objects.

The campaign opted for a broad, multichannel media strategy, with Out-of-Home (OOH), Cinema, Connected TV (CTV) and alternative media formats, using such elements of the urban landscape as cement benches, subway stations, gas pumps, handrails, mirrors, street posters, trash cans, curbs, and construction signage.

The campaign included messages like:  

• “This bench is made of calcium sulfite, which is found in the food at other fast-food chains. But not at BK®.”
• “The screen of this billboard is made with titanium dioxide, which is found in the food at other fast-food chains. But not at BK®.”
• “The battery in this car is made with benzoic acid, which is found in the food at other fast-food chains. But not at BK®.” 

Igor Puga, CMO of ZAMP said:

“This initiative underscores Burger King®'s active commitment to offering quality products in line with consumer expectations. We used BK®'s sense of humor to show the consistent effort we've been making to eliminate artificial ingredients and be more transparent about what goes into our products. We want consumers to make conscious choices, and we want them to know that BK® is determined to offer both quality and flavor."  

 

For more information about the initiative, Burger King® has created the site https://fastfoodnaoetudoigual.com.br, where consumers can find out more about the ingredients in the menu and how they've evolved over time.

The campaign is now active in multiple cities across Brazil.