Plant-Based Products

Life After Lockdown Is Odd, Burger King Says, So You Might as Well Eat a Meatless Whopper

Darkly funny campaign targets consumers in the new 'confusing times'

burger-king-confusing-times-2021 — Post-pandemic, will you discover you like someone virtually more than in real life?Burger King

By T.L. Stanley

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Terence knows that shaking hands is still verboten these days, while bumping elbows can pass the pandemic-safety test. But if Terence is supposed to sneeze into his elbow for sanitary reasons, how does the aforementioned greeting actually work?

Terence is confused.

Terence is one of a number of characters introduced in a hilariously deadpan new campaign for Burger King’s plant-based burgers running in the U.S. and several international markets. (In the U.S., the product is co-branded as the Impossible Whopper in a partnership with Impossible Foods; there are other suppliers in global territories, and the ads will be tailored for each).

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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