The brand highlights its commitment to clean food with a limited-edition Poop Emoji frozen treat
Despite its excitable eyes and charming smile, one could hardly call the Poop Emoji an especially appetizing figure. But that isn’t stopping Burger King Brazil from employing the adorably foul digipal as its latest mascot of sorts.
The burger chain recently announced its latest conquest towards preservative-free dining with new ice cream and desserts that are free of artificial ingredients. To better illustrate this, it teamed up with agency David São Paulo to create Poop Emoji ice cream.
If you’re wondering how a cartoonish pile of poo connects to a brand’s mission towards a cleaner menu, the answer is simple: the new treat looks like literal crap on the outside to celebrate the fact that there aren’t any crappy ingredients in the actual product.
“It’s better to look like a poop on the outside than to be stuffed with lots of bad ingredients on the inside,” explained Rogério Chaves, creative director at David São Paulo, in a statement “This was the rationale behind the development of this cone.”
In an introductory spot, Burger King Brazil notes that customers can find the googly-eyed treat (a detail that David says took a couple of months to research and perfect) in special Burger King ice cream trucks around participating cities.Poop Emoji Ice Cream | Burger Kinghttps://imasdk.googleapis.com/js/core/bridge3.507.1_debug_en.html#goog_1101780480 seconds of 51 secondsVolume 90% David São Paulo, Burger King Brazil
Getting real (gross) about its ingredients
The stinking cute stunt harbors a similar ethos to some of Burger King’s past marketing successes, like the award-winning “Moldy Whopper” campaign that famously featured a rancid sandwich to prove the authenticity of its ingredients. Creating even the slightest link between a brand’s food and excrement—even the emoji kind—is a risk. But the creative agency behind the work hopes that the visual will be just eccentric enough to resonate with consumers.
“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,” Renata Leão and Edgar Gianesi, ecds at David São Paulo, said in a joint statement.
“Our goal was to show in a funny way that our product—no matter how it looks—is the cleanest of all,” added Juliana Cury, marketing director at Burger King Brazil. “The important thing is what’s inside: a tasty ice cream without artificial ingredients of any kind.”
Other brand-wide efforts to highlight the freshness of its food include its recent “Made to Order” campaign and last year’s “Keep It Real” celebrity meals, which featured musicians by their real names to emphasize Burger King’s use of real ingredients.
But much like the “Keep It Real” meals, the Poop Emoji ice cream is only available for a limited time—maybe. The brand shares that it’s still “mulling over” the possibility of turning the treat into a permanent menu fixture.
CREDITS:
Agency: David São Paulo
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
