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Oprah Winfrey, Julia Roberts and Michael Jordan Experience Mistaken Identity in Burger King Campaign


Grabarz & Partner puts the new plant-based Whopper front and centre with some familiar names

Oprah Winfrey, Julia Roberts and Michael Jordan Experience Mistaken Identity in Burger King Campaign

Don't get confused: Burger King is offering an ever-expanding range of plant-based products that taste confusingly similar to their meat-based originals. But while some guests almost think they've mistaken their order when biting into the plant-based Whopper, a few meat-loving Burger King fans are still hesitant to try plant-based. To convince even the most stoic sceptics, Burger King has called on big name support.

Whether it's Michael Jordan from Bad Kissingen, Steffi Graf from Soltau, Julia Roberts from Brannenburg or Oprah Winfrey from Georgia, they're all familiar with this problem: Due to their famous names, they are regularly mistaken for their namesakes in their everyday life. They are true experts on the risks of confusion and confirm that the Burger King plant-based products, which are developed together with The Vegetarian Butcher, taste (un)mistakably like their tasty meat versions.

For the out-of-home and digital campaign, people with celebrity names were portrayed in their personal favorite Burger King® restaurant with a delicious Plant-based burger, of course. The images featuring Michael Jordan from Bad Kissingen, Julia Roberts from Brannenburg, Steffi Graf from Soltau and Oprah Winfrey from Georgia can be seen all throughout Germany. Starting on February 16, a competition will be launched on the Burger King social media channels, because there are without a doubt some fans in the community whose names lead to the occasional confusion in everyday life. The campaign was launched by Burger King together with the agencies Grabarz & Partner, setup, Vizeum and Emanate.

"When Michael Jordan or Julia Roberts introduce themselves, many people are wide-eyed and totally surprised. We know this also from our guests, who often ask whether their plant-based Whopper and the original were not mixed up," explains Klaus Schmäing, director marketing at BURGER KING Deutschland GmbH. "It's no wonder: They look exactly the same, have the unmistakable taste and (almost) the same names. With our campaign, we play on this risk of confusion in a tongue-in-cheek and creative way."

"Of course, it's an absolute dream to work with famous names like Oprah Winfrey, Julia Roberts or Michael Jordan. Or am I just confusing things?" wonders Felix Fenz, chief creative officer of Grabarz & Partner. "The fact that of all things a fast food brand is suddenly at the forefront when it comes to meat-free alternatives can certainly cause some confusion. But in the end, it's all very simple: 0% meat. 100% taste." 

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Categories: Fast food, Retail and Restaurants

Grabarz & Partner, Wed, 16 Feb 2022 13:51:03 GMT