Nov 29, 2022
Burger King Mexico is launching its new initiative to be 100% preservative free by serving up an authentic campaign. This year, they launched their ‘Non Artificial Mexico’ campaign, featuring a series of black and white portraits of working-class Mexicans eating Burger King meals. The ads feature a cross-section of Mexican society across generations; pregnant, shirtless, high, or makeup free. The tagline: “Real tastes better.” The results: a 36.7% increase in sales and 98% positive brand sentiment.
The campaign is nothing flashy; it’s nothing compared to Burger King’s last viral non-preservative ad, where they used photos of mouldy burgers to stop people in their tracks. In fact, it’s the fact that it is so stripped down that makes it successful. The goal here is clearly for Burger King, a massive global brand, to make its place in the local community (and the local market) and integrate themselves into the Mexican zeitgeist. The black and white photos are emotive, slice of life, and human. Clean and simple in its execution, it’s a great way for Burger King to show awareness of the market they’re playing to and shed a bit of the global corporate taint that brands like that often carry with them in their brand campaigns. Burger King is going down to Earth to show that you don’t need bells and whistles to win over customers - you can just be yourself.