It’s increasingly popular for fast food chains to brag that their plant-based patties taste as good as meat, but Burger King is taking it to a new level in Sweden.
The chain, through a promotion by Stockholm-based agency Ingo, has created a 50-50 Menu that lets you order a Whopper your way—then try to guess whether the finished product is meat or veggie.
Obviously, this coin toss is a bad idea if you’re a committed vegetarian, but for the veg-curious, it’s a fun way to see whether you can really tell the difference.
A Swedish ad for the promotion doesn’t mince words, featuring the opening line, “This is such a mindfuck.”
“We are really proud of how hard it is to tell our plant-based burgers apart from real meat,” says Daniel Daniel Schröder, marketing director for Burger King Sweden in a statement about the campaign. “With the 50/50 Menu, we hope that more people dare to try them. And hopefully have fun trying to figure out which one they got.”
Calling its plant-based sandwiches the Rebel Whopper and Rebel Chicken King, Burger King Sweden is part of a global trend across Burger King markets of rolling out vegetable-based patties. These products will soon go on sale in other European countries, according to Ingo.
In America, the chain leveraged some skepticism by announcing its meatless Impossible Whopper on, of all days, April Fools’ Day. It was only available at a few St. Louis-area locations then, but strong sales have led Burger King to add the Impossible Whopper to menus at about 450 locations across the U.S.
But the expansion has come with a few stumbles along the way. Last month, Burger King said “a technology error” was to blame for traditional meat Whoppers being delivered to some Brooklyn-area customers who’d ordered plant-based Impossible Whoppers via delivery service Seamless.
In the case of Sweden’s 50-50 Menu, customers obviously know they’re not guaranteed a vegetarian Whopper. And while the locations taking part won’t make it easy to tell whether a 50-50 order was meat or not just by looking, the Whopper buyers can use the local version of the Burger King app to guess what they think their order is and then scan it with their smartphone to learn whether they guessed correctly.
According to Ingo, the results of the guessing game will be publicized in another round of ads later this year.
Agency: INGO Stockholm
ECD: Björn Ståhl
Art Director: Max Hultberg
Copywriter: Magnus Ivansson
Planner: Simon Stefansson
Tech Director: Stefan Kindgren
Account Manager: Rickard Allstrin
Production Manager: Mia Melani, Erik Karlsson
Final Art: Karolina Fellenius, Åsa Eklund
Client: Burger King
CEO, Sweden: Iwo Zakowski
Marketing Director: Daniel Schröder
Innovation Manager: Maria Oddbjörn
Marketing Coordinator: Julia Andersson