I'll have a side of mould with that.

The fast-food category, like many other others, has merged into one. Glossy ads of airbrushed burgers showing a perfect patty, salad and bun ratio. So last year, it was a massive shock to see a mouldy burger plastered across the main billboard in Times Square.

You can watch the case study here: 

The unexpected and unappealing decomposition of its iconic burger was done to demonstrate that the brand had removed all artificial preservatives from its food. After years of backlash about the company had decided to change and this was the proof. The shock factor of seeing what Burger King had done meant that it was picked up by news outlets and shared widely within social media. As a result of the campaign, sales increased by 14% and the perception of the brand using high-quality increments increased by 26%.

This is a great example of not only standing out against the conventions of the category but also how you can address the negativity of a brand problem head-on.

Sprowt has no affiliation with Burger King, except if you count an occasional 3am visit. But we do believe that Creativity is the last unfair advantage, and is the secret sauce in you standing out or disappearing into the background.