Proving to be a brand that stands for real food, Burger King® has recently announced to have ice creams and desserts 100% free of artificial ingredients its menu. To spread the word in a funny and memorable way, the brand introduces a very particular new product created by DAVID São Paulo: Poop Emoji Ice Cream .
“Just like we did with the Moldy Whopper, we are using a powerful and memorable visual to make people think about what’s in their food and making a strong point about ours”, says Renata Leão and Edgar Gianesi, Executive Creative Directors at DAVID São Paulo.
The new launch is part of Burger King’s push into raising the question of why some food producers still add artificial ingredients to their products, even when today’s consumers don’t want them. The company vows to remove 100% of all artificial ingredients from its sandwiches by 2025.
Creating the delicious eyes and mouth of the Poop Emoji Ice Cream was one of the most challenging tasks for Burger King. After DAVID came up with the idea for the new ice cream, it took a couple of months to study and prepare for the launch, finding the right supplier able to create them and also make them 100% free from anything artificial.
“Our goal was to show in a funny way that our product -no matter how it looks- is the cleanest of all. The important thing is what’s inside: a tasty ice cream without artificial ingredients of any kind,” says Juliana Cury, Marketing Director at Burger King Brazil. The product is available this season only. The company is still mulling over whether to make it a permanent item on the menu.
“It’s better to look like a poop on the outside than to be stuffed with lots of bad ingredients on the inside. This was the rationale behind the development of this cone,” says Rogério Chaves, Creative Director at DAVID São Paulo.
The idea of innovation here is in line with that of other DAVID campaigns previously created both for BK and other clients. In January this very year, DAVID Miami also launched Corona Sunbrew, confirming the agency’s talent to go beyond creating campaigns to devising new products.
Client: Burger King Brazil
Campaign: Poop Emoji Ice Cream
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Global PR Director: Sandra Azedo
Creative VP: Rafa Donato
ECD: Edgard Gianesi, Renata Leão
Creative Director: Fabrício Pretto, Rogério Chaves
Creative team: Yan Prado, Israel Medeiros, Raphaela Filippetto, Lucas Menegotto
Account: Carolina Vieira, Rafael Giorgino, Cacá Franklin, Larissa Zanardi, Carol Cury
Producer: Fernanda Peixoto, Ana Marques, Letícia Brito
Editor: Victor Peccia
Planning: Luciana Mendes, Carolina Silva, Angel Pinheiro
Media: Marcia Mendonça, Thomaz Chamiso, Leonardo Berenguer, Pedro Graça, Victor Fortes, Guilherme Garcia
Innovation: Toni Ferreira, Gustavo Nanes
Social Media: Maike Maio, Marcelo Reis, Victor Goes
Data Intelligence: Mailson Dutra, Ana Veiga
Producer Company: The End
Director: Rodrigo Gusmão
Sound Producer Company: Jamute
Musical Producers: James Pinto, Marcos Vaz
Client Approval: Ariel Grunkraut, Juliana Cury, Daniel Packness, Pedro Laguardia, Marcella Gil