Burger King has launched “It’s Only Natural,” a montage of videos–including this one–taken on smartphones that show babies and toddlers reacting to their parents enjoying the Whopper burger.
Created by the boutique creative network INGO The Agency (Hamburg, Stockholm and Zurich), the campaign is inspired by the fact that kids want what their parents have. There is no performance or dialogue in the videos, just babies and toddlers’ genuine reactions–either in awe or trying to reach for the burger–as their parents take a bite.
The charming campaign is a celebration of Burger King’s market-leading commitment to steering clear of artificial flavors, colors and preservatives in its ingredients; the result of a multi-year global effort by the brand. The work also serves as a powerful reminder to audiences that real ingredients always taste better.
“It’s Only Natural” launches in Brazil before rolling out globally, marking a collaborative return for Burger King and INGO The Agency. The two previously created the viral Moldy Whopper campaign in 2020. The campaign will be activated across TV, digital, social, as well as in-restaurant experiences through bold and playful messages that celebrate Burger King’s iconic real taste.
Dan Fisher, chief creative officer, INGO The Agency, stated, “Burger King is woven into the fabric of INGO’s story. Campaigns like Moldy Whopper, Not Big Macs, Anything but the Whopper and Proper Dining didn’t just put us on the map, they shaped who we are as an agency and pushed the industry forward. ‘It’s Only Natural’ is the next chapter in that legacy.”
Ale Burset and Mariano Legname Garcia directed via production company Timing!
