Burger King Austria is continuing the chain’s introduction of plant-based menu items around the world with a new campaign to promote the burgers, which will be positioned as “the new normal” on its menu.
The restaurant chain has begun a campaign titled “Meat Option,” which will see Burger King staff ask all customers whether they want their order as “regular or with meat”—as it standardizes the plant-based option over its more traditional offering.
As the campaign proves, vegetarians and vegans are pleased but meat-eaters are more perplexed when ordering from the majority of the menu.
The campaign by creative agency Jung von Matt Donau, which began on July 12, includes a 55-second online film highlighting the response by customers when asked if they want “regular or with meat”—and speaking to some of them for their take on the move.
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