"At first glance, the images, beautifully shot by Ale Burset, are pretty adorable. But it doesn't take long, for me at least, for the discomfort to set in. At a time when governments such as the UK's are proposing legislation reduce children's access to junk food ads in an attempt to tackle childhood obesity, any ad that, tongue-in-cheek or not, links children and fast food doesn't leave a great taste. And here's one that suggests junk food is desirable to babies, no less."
"Seemingly anticipating that the slogan could be misinterpreted as referring to Burger King's food itself being "only natural", the brand has seen fit to specify, albeit in the tiniest font imaginable, that this is not the case - the text refers to the child, and "is not intended to imply any other claim". If your slogan needs a disclaimer, something doesn't seem quite right."
Burger King launched an 'It's only natural' print campaign created by Ingo with photography by Ale Burset showing parents eating Burger King food while babies look on yearningly. The images are visually appealing but provoke discomfort by linking children and fast food amid government moves to limit children's exposure to junk food advertising to combat childhood obesity. The slogan appears ambiguous and a tiny disclaimer clarifies it refers to the child's reaction, not the food, stating "is not intended to imply any other claim." The need for a disclaimer undermines the tagline and leaves a bitter impression.
Read at Creative Bloq
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