BK Puts Its Insides on the Outside; 3 Bold Brand Strategies from CMOs Thursday's First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Burger King Puts the Whopper Ingredient List Front and Center to Highlight ‘Real’ Ingredients In the next step of its campaign to showcase its uncomplicated, preservative-free ingredients—which began with the showstopping Moldy Whopper campaign earlier this year—Burger King has placed its ingredient list right on the Whopper’s wrapper. David Miami designed the limited-edition wrappers, which list what’s inside: beef, tomatoes, mayo, lettuce, ketchup, pickles and a bun. Watch the ad that accompanies the campaign: The fast food chain’s “real food” efforts included menu changes that involved the removal of around 8,500 tons of artificial ingredients globally. Related: 3 CMOs on Brand Boldness Burger King’s Fernando Machado was one of three CMOs who spoke about what makes a brand bold at Brandweek on Tuesday, and in his talk he addressed this very brand purpose. He explained that the road to the Moldy Whopper was a long one—the result of years of paving the way with less risky campaigns that still pushed boundaries. Discover what he had to say, and learn more about boldness from Cadillac's Melissa Grady and Celebrity Cruises' Peter Giorgi. What Led Dwyane Wade to His Post-NBA Gig at CAA, and More Revelations from Brandweek Olympic gold medalist and three-time NBA champion Dwyane Wade has also made a name for himself as a savvy businessperson. At Brandweek Wednesday, he discussed how his experience as a brand sponsor and spokesperson prepared him to launch CAA AMP, which addresses the historical lack of diversity and inclusion in the sports media market. He enchanted attendees with stories about his career, inspiration and his work helping brands reevaluate representation today. Catch the highlights: Read some of his best career anecdotes and advice for being a better marketer and leader. More Brandweek excellence: Janey Whiteside on Why Walmart Doesn’t Have Time for ‘Big, Glorious, Fancy Ad Campaigns’ AnymoreTikTok’s Katie Puris Says There’s Too Much Focus on Tactical in Digital Ads SectorCEO Sumit Singh Outlines Chewy’s Quest to Grow From Online Startup to World-Class InstitutionHow a Challenger Mindset Helps Brands Like DC and Pepsi ‘Strive for the Impossible’ Ryan Reynolds joins us at Brandweek today! If you missed the first days of Brandweek but you want to get in on the action, it's not too late! Take 70% off the full ticket price with code 2DAYSBW to join two more days of inspiration, advice and experiences. Black Restaurateurs Are the Stars of Bud Light’s New Documentary-Style Ads Bud Light’s latest series of ads share the stories of Black-owned restaurants that are hosting Thursday Night Football games. The campaign highlights the history and community these restaurants have fostered, providing publicity in a time when they have been disproportionately hit by the pandemic, not only economically but also in terms of the health of the Black community. Watch these mini documentaries from different cities across the US. Big Ten College Football Will Start Next Month After All, Boosting Fall TV Inventory After the Big Ten Conference said it would postpone college football last month, it reversed the decision and announced that the season will resume the weekend of Oct. 23-14. That means a boost for fall TV inventory, plus a big boost for Fox Sports where the football games are broadcast. Marketers had shifted their spend to the NFL in light of the postponement. Health protocols: Learn what the Big Ten will do to keep players and fans safe. The Latest Job Moves News Chris McCumber, president of USA Network and Syfy, is the latest high-profile NBCUniversal TV exec to leave the company as a result of a recent overhaul.Chatroom platform Discord has named Tesa Aragones, former marketing head of photography app VSCO, as its new CMO following a blockbuster $100 million funding round in late June. More of Today’s Top News & Highlights Chatbot Usage Has Nearly Doubled in B-to-B Marketing This YearIn a Play for TV Dollars, YouTube Expands Targeting Capabilities for MarketersLinear TV Ad Revenue, Muffled by Covid-19, Projected to Dip 16% in 2020Today’s the Day to Go Dot-GayMedia Organizations Are Not Angry at Apple, Just Disappointed The Election Is a Horror Show in Full Frontal With Samantha Bee’s New Campaign What do you get when you cross election season with the Halloween season? A new campaign for Full Frontal With Samantha Bee spoofs classic horror flicks including Scream, A Nightmare on Elm Street and The Silence of the Lambs, both to promote her election coverage and to scare her correspondents into participating in the November election. Samantha Bee is spoofing classic horror films like The Shining, It and Rosemary's Baby in the new Full Frontal campaign. More of the Latest: This Bus Ad Shows Endangered Animals Disappearing Each Time the Doors OpenWholly Guacamole’s Drive-Thru Pop-Up Celebrates National Guac DaySummer Retail and Food Services Sales Up 2.4% From 2019Iceland Wishes You a Very Merry Fishmas in Quirky Seafood AdInstead of Victims, Unicef Ad Reimagines Refugees as Powerful Video Game CharactersBrands Need to Help Save the Environment

First Things First

BK Puts Its Insides on the Outside; 3 Bold Brand Strategies from CMOs Thursday's First Things First

Plus, Bud Light highlights Black restaurateurs

Burger King Puts the Whopper Ingredient List Front and Center to Highlight ‘Real’ Ingredients

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Burger King Puts the Whopper Ingredient List Front and Center to Highlight ‘Real’ Ingredients

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Jess Zafarris