Still from the BurgerKing Impossible Whopper commercial

This is how BurgerKing relates to customers in confusing times

Burger King launched a campaign to promote their Impossible Whopper. A vegan burger made without beef that tastes exactly like a Whopper. The campaign pokes fun at the new, confusing, everyday problems the pandemic has created. Ranging from not being able to turn off your camera to wanting to work in pyjamas.
With a touch of dark humour and irony, BurgerKing reaches customers with a sense of comfort in relatability. During today’s odd times, it feels reassuring to know others feel the same. 

Our research shows humanizing interaction is an important way to build trust. And this is a perfect example of using humor and self-deprecation to build trust. Watch the campaign here.