Burger King Embraces Humor and Irony to Promote Plant-Based Menu in “Confusing Times” Campaign
A new Burger King campaign promoting its plant-based menu launched in Spain and the United States in May 2023. Created by the DAVID Agency in Madrid, “Confusing Times” utilizes humor and irony in a series of TV, radio, and print ads. The campaign addresses the concept of confusion to promote the BK menu, with mentions of the chain’s Plant-Based Nuggets and Long Chicken, and the Plant-Based Whopper Jr. The ad shows an array of circumstances when people appear confused about the facts: is an eco-friendly Black Friday purchase good for the planet or not good at all? Should you delete a message or send the wrong message by deleting it? Is Max a dog’s name or a boy’s name? A kid’s POV Recently, Burger King …