Burger King serves poop emoji ice cream to highlight clean ingredients

Diving Brief:

  • Burger King in Brazil has introduced a Poop Emoji ice cream product to promote its recent announcement that its ice cream and desserts are 100% free of artificial ingredients, according to details emailed to Marketing Dive.
  • As the name suggests, the ice cream product resembles the “poo” emoji, complete with eyes and mouth. It’s only available this season through a special ice cream truck, with the company still deciding to make it a permanent menu item. The product was created by David São Paulo agency.
  • The wacky new product is Burger King’s latest campaign around its commitment to removing artificial ingredients from its food and comes amid creative scrutiny from the QSR channel.

Overview of the dive:

Burger King’s latest marketing stunt seeks to draw attention to the chain’s artificial-ingredient-free dessert menu with an effort centered around an emoji that most brands — especially restaurant ones — would typically avoid. The push is certainly more out there than the celebrity-backed Keep It Real Meals Burger King used to highlight the elimination of 120 artificial ingredients from its menu, but for a QSR chain known for its controversial campaigns, Poop Emoji Ice Cream does a brutal point on its menu.

“It’s better to look like poop on the outside than to be filled with bad ingredients on the inside,” Rogério Chaves, creative director of David São Paulo, said in a statement.

The Poop Emoji Ice Cream product was created by the same brand and agency that partnered in 2020 for the Moldy Whopper, an effort that promoted the elimination of artificial preservatives with a burger overrun with blue and green mold. Unsurprisingly, this campaign received a mixed response from consumers, but generated attention above category standards and was widely recognized as one of the best campaigns of the year.

In recent years, David has created similar campaigns for Burger King in Brazil, including a mobile effort in 2019 that offered app users a free Whopper to virtually set rivals’ ads on fire and a push to June 2020 that rewarded people. for staying home at the start of the pandemic with a “Lockdown Whopper”.

Despite the buzz and rewards generated by these campaigns, Burger King has put its creative and media accounts under scrutiny this year. Alongside David, Dentsu’s 360i, David Ogilvy’s WPP brother, and independents O’Keefe, Reinhard & Paul and Fig are participating in the review, per Ad Age. The reviews follow nearly a year of reshuffles by marketing executives and U.S. same-store sales growth in the fourth quarter of 2021, lagging far behind rival McDonald’s.

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