Why Burger King's new ice cream looks like a poop emoji

New item on Brazil menu highlights its lack of any artificial s**t

Published On
Mar 23, 2022

Editor's Pick

Burger King has added a new item to its menu in Brazil—poop ice cream.

The new cone is fashioned to look like the adorable emoji, a smiling pile of poo.

If you think this sounds like the least appetizing food item ever, well, there's a reason. The ice cream is actually not made of feces—it's completely free of artificial ingredients, and the idea is to highlight the fact that Burger King no longer puts s**t into its products. The company has vowed to remove 100% of all artificial ingredients from its sandwiches by 2025. 

"Our goal was to show in a funny way that our product—no matter how it looks—is the cleanest of all," stated Juliana Cury, marketing director at Burger King Brazil. "The important thing is what's inside: a tasty ice cream without artificial ingredients of any kind."

Read: Four agencies pursue Burger King's creative account. 

Agency David São Paulo is behind the campaign. “Just like we did with the Moldy Whopper, we are using a powerful and memorable visual to make people think about what’s in their food and making a strong point about ours,” commented Renata Leão and Edgar Gianesi, executive creative directors, in a statement.

“It's better to look like a poop on the outside than to be stuffed with lots of bad ingredients on the inside," added Creative Director Rogério Chaves.

Burger King poo ice cream truck

Burger King Brazil is selling the poop ice cream out of a specially branded truck this month. (It's still mulling whether to make it a permanent item.) However, it seems creating it was no mean feat; to make the eyes and mouth of the Poop Emoji Ice Cream without artificial ingredients was the major challenge, according to the agency. 

Kids eating Burger King poo ice cream

Separately, David is one of four agencies vying for Burger Kings U.S. creative account, alongside O'Keefe, Reinhard & Paul, Fig and 360.

Burger King poo ice cream

Credits

Date
Mar 23, 2022
Client :
Burger King (Brazil)
Agency :
David-Sao Paulo
Global CCO :
Pancho Cassis
Global CCO :
Sylvia Panico
Global PR Director :
Sandra Azedo
Creative VP :
Rafa Donato
ECD :
Edgard Gianesi
ECD :
Renata Leão
Creative Director :
Fabricio Pretto
Creative Director :
Rogério Chaves
Creative Team :
Yan Prado
Creative Team :
Israel Medeiros
Creative Team :
Raphaela Filippetto
Creative Team :
Lucas Menegotto
Account :
Carolina Vieira
Account :
Rafael Giorgino
Account :
Cacá Franklin
Account :
Larissa Zanardi
Account :
Carol Cury
Producer :
Fernanda Peixoto
Producer :
Ana Marques
Producer :
Letícia Brito
Editor :
Victor Peccia
Planning :
Luciana Mendes
Planning :
Carolina Silva
Planning :
Angel Pinheiro
Media :
Marcia Mendonça
Media :
Thomaz Chamiso
Media :
Leonardo Berenguer
Media :
Pedro Graça
Media :
Victor Fortes
Media :
Guilherme Garcia
Innovation :
Toni Ferreira
Innovation :
Gustavo Nanes
Social Media :
Maike Maio
Social Media :
Victor Goes
Data Intelligence :
Mailson Dutra
Data Intelligence :
Ana Veiga
Producer Company :
The End
Director :
Rodrigo Gusmão
Sound Producer Company :
Jamute Audio
Musical Producer :
James Pinto
Musical Producer :
Marcos Vaz
Client Approval :
Ariel Grunkraut
Client Approval :
Juliana Cury
Client Approval :
Daniel Packness
Client Approval :
Pedro Laguardia
Client Approval :
Marcella Gil

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