"That's impossible. It tasted just like a Whopper should taste,"
says one of the men in the video, a line that is seemingly too good
to be unscripted.
As more people are seeking to reduce their meat consumption,
plant-based patties including those from Impossible Foods and
competitor Beyond Meat are popping up at more restaurants. Last
year, White Castle began selling Impossible Sliders while Carl's
Jr. introduced the Beyond Famous Star, which features a patty from
Now, it's Burger King's turn. While it's seemingly a minor
distinction, Burger King and Impossible Foods point out their
collaboration marks the first time a coast-to-coast fast-food
restaurant has served plant-based meat from the food startup. For
now, at least, it's only available at a tiny fraction of BK's U.S.
Burger King will run the video online, with paid media support
in St. Louis. Agencies on the project include David Miami, Horizon
Media, 500 Degrees Studio and JKR Design Studio.