Nobody needs to love your ads as long as they increase sales.
No strings attached.
“If it doesn’t sell, it isn’t creative. Awards are nice, but they do not pay the bills. I do not regard awards as an achievement in themselves—they are a distraction. They are not sales.” – David Ogilvy
Burger King’s “Moldy Whopper” campaign
Few ads in recent history have been as bold—and divisive—as Burger King’s 2020 “Moldy Whopper” campaign.
The ad showed a close-up of a Whopper slowly covered in mold, highlighting that the burger contains no artificial preservatives.
Reactions were split. Some applauded the brand for its honesty and transparency, while others couldn’t get past the “gross” factor.
The Results
The campaign generated a 14% sales increase, 8.4 billion impressions and $40 million in Earned Media Value – as well as an uplift in positive brand sentiment of 88%.
