BURGER KING
Rebel Whopper® Monday

Burger King needed to promote it’s new product, the Rebel Whopper®, a burger made with a plant-based patty. At the same time, we were aware of the "Meat Free Monday" movement, created to raise awareness about the environmental impact of consuming animal-based foods. But how could we support the movement without giving up our beloved burger?

The solution: we didn’t have to give up the Whopper® to take part in the movement. Every Monday, a special discount coupon for the Rebel Whopper® was offered, printed on seed paper placemats. Each coupon featured a PANC (Unconventional Edible Plant). This way, people could choose either to use the discount or to support the movement by planting their coupon.

In addition to the placemat, a collectible poster was created, inspired by botanical illustrations, showcasing different PANCs alongside the Rebel Whopper®.