Whether they are snappy, humorous, endearing, or emotional, branded marketing campaigns always have something special that aims to connect to their audience. We’ve compiled a few of our favourites, along with an analysis of why they are so powerful.
‘The Beauty of No Artificial Preservatives’ – Burger King.
In 2020, Burger King had an interesting take on honest advertising. The company’s ‘Mouldy Burger’ campaign strikes an unwelcome image, leaving customers asking one question: why do I want to see my food in such an unwell state?
The intent is clear and the tagline is simple: ‘the beauty of no artificial preservatives’.
Whilst the image of the ‘Mouldy Burger’ may look off-putting, the photograph itself is one of beauty – artistically lit and framed, the burger could just as easily be a piece of artwork.
Fast food does what it says on the proverbial tin: it is made fast, and it is eaten fast. However, what Burger King has done is provide an alternative narrative to the nature of fast food, prompting their customers to consider the artificiality of their opposition’s products that cease to decompose.
There is something uncanny about seeing our fast food ageing ungracefully, but it is equally just as fascinating. We are so used to seeing the same overly-staged, eternally-sumptuous products.
And, despite some customers being put off their dinner, this campaign is commended for being a bold and unconventional approach to honest advertising, prompting customers to consider the artificiality of their fast food choices.
‘AI made this so we could have a break’ – KitKat.
In 2023, KitKat’s AI-made campaign struck the scenes in Australia. If Burger King’s ‘Mouldy Burger’ was maximalist, this advert is minimalist, with its low-effort results and comical but resounding message.
For over 65 years, their genius has been in maintaining a clean, intact Idea: ‘Show chocolate lovers that KitKat is the taste of a break’.
We’ve all heard the slogan, ‘have a break, have a KitKat’, right? Well, the advertising team for this confectionary brand showed their love for breaks in 2023 by using AI to produce both the images and script for their series of short adverts. Whilst AI was working hard on the visuals, the entire staff could then take a ‘break’ (and presumably have a Kit Kat too!).
As with the ‘Mouldy Burger’, KitKat have demonstrated an uncanny approach to marketing – it looks like the thing (an advert), but it actually more of an echo of the thing. And, with this lacklustre result, KitKat managed to maintain their timeless strategy of promoting irresistible breaks from the rigour of daily life.
This simple yet effective framework allows for consistent and creative campaigns, demonstrating the power of a clear and enduring brand message.
‘My girlfriend thought it was too “tacky”’, Marcus – IKEA.
If you’ve ever wondered why someone might be looking to sell their goods on the local or online marketplace, IKEA has got just the thing for you. In 2022, IKEA launched their resell campaign, in the hopes of encouraging a more sustainable furniture market.
Although sustainable furniture is a key aspect of this regime, storytelling is at the very heart of it, as IKEA encourages its punters to consider the life of the object before it comes into their home.
Whilst most larger companies may be more known for churning out products and filling shelves, IKEA’s humanising campaign gives each of their products a life and a backstory. This tactic creates an element of sentimentality, with the added bonus of an environmentally conscious scheme from one of the world’s largest retailers.
‘It has to be’ – Heinz.
In 2025, Heinz unveiled their latest London-billboards, sans their logo – or at least they seemed to be! In each of these images, the final word (be it ‘fries’, ‘toast’, or ‘bread’) are curved upwards, imitating their place in the branded products that Heinz sells.
What Heinz has proved here is that they don’t need a logo to be recognisable. Even just the shape of the words is an indicator to the masses; you know Heinz, and they know you.
By using the semi-universal phrase of ‘it has to be’, Heinz shows that they know their audience and their preferences: beans on toast, chips with ketchup, soup with bread. These aspects have become stables of the British comfort food compendium, and that’s why this brand is immediately recognisable, and even comforting to see in such a simplified, nonchalant way.
Verdict.
Whether it’s a naturally-ageing burger, or a smiling iconographic, these four companies have shown that marketing doesn’t need to be complicated, and that plain and simple can still be enormously impactful.
What each of these campaigns do is connect to their audiences. Each campaign reminds us that we care about these products, and the once-everyday become special and nuanced.
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