Ingo Stockholm's campaign helps Burger King Sweden launch the Rebel Whopper and Rebel Chicken King
Burger King Sweden recently launched two new plant-based burgers – Rebel Whopper and Rebel Chicken King. And, according to Burger King, they taste so similar to real meat that you won’t notice any difference. To prove it, the restaurant, alongside creative agency Ingo Stockholm, is now introducing the '50/50-menu' – a menu that will randomly select either a plant-based or a regular meat patty.
Rebel Whopper and Rebel Chicken King rolled out in Sweden last week, and will soon launch in other countries across Europe. Rebel Whopper is basically a classic Whopper with a plant-based patty and Rebel Chicken King is a copy of a Crispy Chicken. If you order the 50/50-menu, you’ll get a box with either a regular Whopper, or the new Rebel Whopper. Nothing will give away which one you got.
“We are really proud of how hard it is to tell our plant-based burgers apart from real meat. With the 50/50-menu, we hope that more people dare to try them. And hopefully have fun trying to figure out which one they got,” says Daniel Daniel Schröder, marketing director for Burger King Sweden.
If you really want to know what you had, you can scan the box in the BURGER KING app to find out. But you have to guess before you get the answer.
The 50/50-menu is available on all restaurants in Sweden.