At first glance, Burger King’s poster campaign (created by ad agency David Madrid) is exactly what you’d expect from a fast-food giant best known for serving up succulent beef patties.

Look a little closer, however, and you’ll notice that the images are in fact close-ups of particularly meaty-looking vegetables, including red pepper, beetroot and radicchio. The images are accompanied by the tagline: ‘Sorry for the confusion, meat lovers.’

The posters’ clever use of visual trickery is an attempt to help diehard BK fans overcome the idea that plant-based means less pleasure, as it promotes the vegan version of its classic Whopper burger.

palallan.com