"For Burger King's first global rebrand in more than two decades, we set out to make the brand feel less synthetic and artificial, and more real, crave-able and tasty." With these words, agency Jones Knowles Ritchie covered the essence of the brand's reboot last year. Interestingly, this now gets a remarkable twist in their current ad campaign for their plant-based offering. A smart selection and composition of vegetables would make them look like meat. Very real indeed.