Burger King’s latest ad in Germany highlights its commitment to freshness by removing one key element: images of the food itself.

Burger King’s latest ad in Germany highlights its commitment to freshness by removing one key element: images of the food itself. In outdoor and print ads, the fast-food chain’s campaign promotes its Whopper, King’s Beef, and plant-based Long Chicken sandwiches along with their prices. But instead of their classic product shots beneath the names, the ads feature a big blank space where images of the food should be. Beneath that ominous space is the tagline “Only made to order,” the latest push by the chain to highlight the quality of its food. As young consumers continue to prioritize both their own health and the health of the environment, they’ve fueled trends such as cleaning eating, plant-based alternatives, all-natural ingredients, and zero-waste—and food and bev companies have jumped on board. Burger King has spent the past few years removing all artificial ingredients from its menu and has made the move a key part of its marketing strategy. In 2020, the chain released its notorious “Moldy Whopper” ad, and in 2021 it launched three celebrity-crafted  “Keep it Real” preservative-free meals. (Adweek)