Burger King UK has announced that it will be giving away 10,000 free vegan burgers on the condition that customers swap them for regular Whoppers.
The ‘whooper swapper’ scheme comes as part of the brand’s National Burger Day campaign, with a view to becoming 50% meat-free by 2030.
The idea for the plant-based initiative arose after Omnibus released research that showed that over half of people in the UK(51%) would turn down the opportunity to try a vegan burger for free. A further 66% admitted to turning down vegan burgers altogether.
The ‘cheat on meat’ offer, created and executed by Splendid Communications, will only be valid in-stores today.
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Burger King wishes to “prove that the meat-free menu at Burger King is just as good as its iconic meat counterparts”.
Earlier this year, the burger chain opened a meat-free restaurant in its Leicester Square store.
The news of the plant-based campaign comes a month after Burger King collaborated with creative agency BBH to poke fun at its fast-food rival restaurants with an out-of-home (OOH) campaign.
Burger King’s ‘Grill Lines’ OOH posters used minimalist design and witty humour to criticise the likes of McDonald’s and KFC.
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