Burger King has introduced It’s Only Natural, a campaign featuring a montage of smartphone videos capturing babies and toddlers’ spontaneous reactions as they watch their parents enjoy a Whopper burger. Burger King described the campaign as a lighthearted tribute to its long-standing commitment to eliminate artificial flavors, colors, and preservatives from its food.
Developed by the boutique creative network INGO The Agency, the integrated campaign draws inspiration from the universal truth that children always want what their parents have. The videos feature no acting or dialogue, only authentic moments of babies and toddlers gazing in awe or eagerly reaching for the burger as their parents take a bite.
It’s Only Natural debuts in Brazil ahead of a global rollout, marking a renewed collaboration between Burger King and INGO The Agency, the duo behind the viral Moldy Whopper campaign of 2020. The new campaign will run across TV, digital, and social channels, as well as in-restaurant activations, featuring bold and playful messaging that celebrates Burger King’s unmistakably real taste.
Dan Fisher, Chief Creative Officer, INGO The Agency: “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. I’m genuinely thrilled to be creating magic with them again.”
