A Print Idea That Does the Heavy Lifting

The campaign is built on a clean visual premise. Rather than a film or digital activation, TBWA chose print advertising to carry the idea — a format that suits the directness of the message. The visuals show cyclists pulling up to a McDonald’s drive-thru, making the announcement feel matter-of-fact rather than promotional. No tagline gymnastics. No over-engineered concept. Just a policy change made visible.

The campaign is the work of photographer and creative Alberto Escudero, whose portfolio documents the project at alberto-escudero.com. The craft-led approach to the photography paid off: the campaign earned a Bronze at El Sol in the outdoor category and a Silver at CdeC for craft photography. It was also featured in Lürzers Archive’s 200 Best Photographers edition.

Sustainability Without the Lecture

World Sustainable Transport Day is the kind of occasion that brands often approach with heavy-handed messaging. McDonald’s and TBWA sidestepped that by making the campaign functional rather than preachy. There’s no manifesto. No carbon footprint statistic. The idea does the communicating: if you cycle to McDonald’s, you can still use the drive-thru. That’s the whole thing.

It’s a small policy shift turned into a campaign, which is a harder thing to pull off than it looks. The execution earns its place precisely because it doesn’t oversell the gesture.

Credits
Brand:McDonald’s
Agency: TBWA
Photographer / Creative: Alberto Escudero

This campaign is about: McDonald’s cycle-thru, drive-thru on bicycle, World Sustainable Transport Day, sustainable fast food advertising, TBWA McDonald’s print campaign, McDonald’s, TBWA, cycle-thru, drive-thru on bicycle, World Sustainable Transport Day, sustainable transport advertising, creative print ads, McDonald’s print campaign, Alberto Escudero, El Sol awards, CdeC advertising awards, Lürzers Archive, eco-friendly fast food, outdoor advertising, sustainability campaign, fast food marketing, print advertising 2025.

BK Taste Lawyers: A New Flame-Grilled Contender Arrives

The star of the campaign is the BK® Taste, a flame-grilled burger available in 1, 2, or 3 patty versions and served with a new smoky Taste Sauce. It launched nationwide across Brazil, offering something familiar yet distinctly “BK”—affordable, customizable, and packed with grilled flavor.
But the way Burger King chose to introduce this item is what earned the spotlight.

A Campaign Rooted in a Rivalry

The fast-food world has long been known for its iconic rivalries, and this campaign leans right into that history.
Over the years, many consumers have pointed out similarities between BK’s new release and a competitor’s well-known burger. But what most people don’t know is that the competitor’s burger was originally created to mimic the Whopper. Back in the early 2000s, the Whopper’s popularity pushed other chains to engineer their own “big, smoky, grilled-style” sandwiches to keep up.

So Burger King flips the narrative:
If a competitor copied the Whopper, then BK copying that copy would technically mean they’re just… copying themselves.
Except they aren’t.

Because the BK® Taste isn’t a duplicate—it’s an evolution. Flame-grilled, customizable, and more affordable, it reflects BK’s essence more than any comparison suggests.

Calling All Lawyers: A Playful Legal Review

To spotlight the originality of their new creation, Burger King and AlmapBBDO introduced a brilliantly unexpected idea:
Invite lawyers to professionally evaluate the BK® Taste.

How It Worked
At participating BK® Drive locations across Brazil, any lawyer who presented their official Brazilian Bar Association ID received a free BK® Taste 1.0. The intention? Get impartial, expert “legal opinions” on whether the new burger could truly be considered a copy.
This tongue-in-cheek approach blends humor with social commentary, creating a campaign that feels fresh, relevant, and highly shareable—especially in a country known for strong online engagement.

Why This Campaign Works

This activation delivers on multiple levels, making it a strong example for marketers and creatives alike.

1. Taps Into Cultural Conversation
   People already speculate about similarities between fast-food burgers. BK uses that chatter as fuel—turning a potential criticism into a marketing advantage.
2. Leverages Humor Without Being Aggressive
   Instead of calling out competitors directly, BK uses lawyers as neutral “experts.” The legal twist softens the rivalry with wit and intelligence.
3. Reinforces Brand Identity
   Flame-grilled flavor, straightforward communication, and a bit of irreverence—everything about the BK® Taste aligns with the brand’s long-standing personality.
4. Creates Real-World Engagement
   Offering free burgers to a specific professional group is unusual enough to drive attention and word-of-mouth, both online and offline.

Key Takeaways for Marketers & Creatives

The BK Taste Lawyers campaign demonstrates several practical lessons:

• Use brand heritage strategically – BK turned a decades-old rivalry into a timely, relevant story.
• Lean into humor with intention – Comedy can elevate a campaign when it aligns with brand voice.
• Make activations participatory – Involving lawyers directly transformed the idea from a simple promotion into a cultural moment.
• Turn conversations into opportunities – When people talk—whether positively or negatively—brands can redirect that momentum in clever ways.

Conclusion: A Smart, Flavorful Start to 2025

With the BK Taste Lawyers campaign, Burger King and AlmapBBDO once again prove their mastery of witty, bold advertising. By merging food culture, humor, and a dash of legal flair, they created a campaign that not only highlights the BK® Taste but also strengthens Burger King’s place in Brazil’s competitive fast-food landscape.
It’s a reminder that great advertising doesn’t always need to lean on grandiose storytelling—sometimes, all it takes is a clever twist, a bit of courage, and a perfectly grilled burger.

If the rest of 2025 continues with this level of creativity, fans of smart marketing (and flame-grilled burgers) are in for a good year.

This campaign is about:
Burger King Brazil, BK Taste Lawyers, BK Taste Campaign, Creative Advertising Campaigns, AlmapBBDO Brazil, Fast Food Marketing, Burger King New Launch, Flame Grilled Burger, Marketing Campaign 2025, Advertising Case Study, Brand Rivalry Marketing, Creative Marketing Ideas.