Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
As plant-based eating is on the rise, Burger King has been on a drive to promote its meatless menu. Its latest campaign tries to trick meat lovers into considering alternative options by presenting them with an optical illusion.
At first glance, the brand’s print and outdoor ads appear to depict real meat. Upon closer inspection, however, the images are close-up shots of vegetables including red pepper, beetroot and radicchio.
The global campaign—titled “Meat?”—is a striking visual reminder of how closely plants can mirror beef.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in