Campaign Analysis:"It's Only Natural", by Buger King

Burger King's (BK) "It's only natural" campaign has been generating a lot of buzz.

Opinions are diverse and contradictory!

The campaign's objective: to reinforce BK's more natural (clean label) positioning, through a process of improving its recipes by reducing preservatives and artificial flavorings, in line with consumer demands.

How?

In a relaxed and informal setting, BK captures how babies react to their parents' taste of the iconic Whooper®. The babies' interest in their parents' burger is evident through their penetrating gazes or their little hands reaching for the burger, implying the baby's genuine interest.

The campaign culminates with the slogan "It's only natural," referencing the burger's natural ingredients, creating a metaphor for the naturalness of babies' desire to eat BK.

My analysis: Babies always want their parents' food, whether it's a Whooper® or anything else. That's why it's "only natural" for babies to be curious about what their parents are eating.

Parents should teach by example, avoiding displaying foods that babies shouldn't eat. And, no matter how clean it is, a BK burger will always be a burger, far from healthy, especially for such young children.

There's a risk of consumer confusion, given the low food literacy level. Campaigns like this can lead consumers to believe that eating BK is so healthy that it could even be offered to a baby. In my opinion, as a marketing professional, this is ethically reprehensible.

In a context where parental responsibility and awareness regarding their children's nutrition is a central issue in society, in my opinion, this is an inconsiderate and potentially damaging approach to the brand.

Note: I don't believe the campaign's objective was to purposefully suggest that parents give BK to babies, but rather to create a metaphor for the attractiveness of Whooper® through a campaign controversial enough to generate buzz. Still, I believe the potential for confusion shouldn't have been ignored.