October 2025: Burger King has launched It’s Only Natural, a montage of videos taken on smartphones that show babies and toddlers reacting to their parents enjoying the Whopper burger.
The integrated campaign, created by the boutique creative network INGO The Agency, is inspired by the fact that kids want what their parents have. There is no performance or dialogue in the videos, just babies and toddlers’ genuine reactions – either in awe or trying to reach for the burger – as their parents take a bite.
The charming campaign is a celebration of Burger King’s market-leading commitment to steering clear of artificial flavours, colours and preservatives in its ingredients; the result of a multi-year global effort by the iconic brand. The work also serves as a powerful reminder to audiences that real ingredients always taste better.
It’s Only Natural launches in Brazil before rolling out globally, marking a collaborative return for Burger King and INGO The Agency. The two previously created the viral Moldy Whopper campaign in 2020. The campaign will be activated across TV, digital, social, as well as in-restaurant experiences through bold and playful messages that celebrate Burger King’s iconic real taste.
Dan Fisher, Chief Creative Officer, INGO The Agency: “Burger King is woven into the fabric of INGO’s story. Campaigns like Moldy Whopper, Not Big Macs, Anything but the Whopper and Proper Dining didn’t just put us on the map, they shaped who we are as an agency and pushed the industry forward. It’s Only Natural is the next chapter in that legacy. I’m genuinely thrilled to be creating magic with them again.”
Fernando Montero, Nicolás López, Executive Creative Directors, INGO The Agency: “This campaign is built on a human insight we’ve all lived: kids crave what their parents are enjoying. It’s a small, honest moment that doesn’t need a script — and that’s exactly why it impacts everywhere. When something is truly human, it becomes naturally global.”
