In a world where consumers scroll past thousands of ads and messages every day, traditional marketing can easily fade into the background. That’s why food brands are increasingly turning to sensational food public relations (PR) tactics—campaigns that make you stop, blink, laugh, cringe, or gasp. In the competitive culinary landscape, where everyone claims their fries are the crispiest or their burger the juiciest, it often takes a bold, creative stunt to stand out.
From fast-food giants to niche players, companies are discovering that a little drama, a lot ofcourage, and a willingness to break rules can create memorable, high-impact PR. Below, we explore five of the most captivating and effective examples of food brands going loud—and what makes these campaigns work.
Burger King’s Moldy Whopper: An Unappetizing Truth
Imagine watching a Whopper decompose—mold spores blooming, lettuce wilting, the bun collapsing under time’s weight. Not very appetizing, right? But that’s exactly what Burger King chose to show the world in its “Moldy Whopper” campaign.
The goal was simple but bold: demonstrate that Burger King had removed artificial preservatives from its signature burger. By allowing a Whopper to rot naturally in front of millions of viewers, thecompany embraced raw honesty at a time when “clean label” food trends were becoming critical to consumer trust.
This campaign was a masterclass in using discomfort to trigger conversation. People shared the ad, debated it, and applauded the bravery of a fast-food giant admitting its food isn’t indestructible. Themold wasn’t the message—the absence of chemicals was. The mold was the proof.
In an industry known for perfection, this campaign deliberately chose decay. It was radical, unsettling, and undeniably effective.
Taco Bell’s The Bell Hotel: Fast Food, Full Immersion
In 2019, Taco Bell turned a quirky idea into an experiential sensation by opening “The Bell”—a fully branded pop-up hotel in Palm Springs. For a limited time, guests could book rooms in a Taco Bell–themed resort, complete with Fire Sauce–inspired floaties, Taco Bell–branded robes, and an exclusive menu delivered poolside.
This wasn’t just marketing; it was a physical embodiment of brand fandom. The entire hotel was designed to be social media–ready: selfie walls, custom packaging, themed spa treatments. It sold out in under two minutes.
What Taco Bell achieved was a rare type of PR: it didn’t just earn media; it created media. Visitors flooded Instagram, TikTok, and Twitter with real-time content, all of which extended the brand’s reach without additional advertising.
The Bell wasn’t just a gimmick. It was a clear signal that Taco Bell understands modern consumers crave experiences, not just products. For a brand long associated with irreverent humor and late-night cravings, the hotel was a natural, albeit over-the-top, extension.
McDonald’s x Travis Scott: Authentic Celebrity Co-Creation
The McDonald’s collaboration with rapper Travis Scott was far more than a limited-edition meal. It was a cultural alignment between a global brand and a figure who genuinely loved its food. For a short time, customers could order “The Travis Scott Meal,” replicating the artist’s personal favorite McDonald’s order: a Quarter Pounder with cheese, bacon, lettuce, fries with BBQ sauce, and a Sprite.
What made this campaign powerful wasn’t just the product—it was the authenticity. Scott wasn’t chosen for his celebrity clout alone; he was a real fan of the brand. Merchandise sold out instantly. Fans flooded McDonald’s locations. Staff had to be briefed on how to handle the unexpected traffic.
This campaign worked because it respected both the brand and the artist’s identity. It allowed Travis Scott to co-create, not just endorse. It fused music, food, fashion, and digital culture. And it opened the door to future McDonald’s collabs, like the later partnerships with BTS and Saweetie.
Rather than slapping a famous face on a burger, McDonald’s invited a cultural figure to make something personal—and the results were massive.
Popeyes vs. Chick-fil-A: The Chicken Sandwich War
Few food PR moments in recent years have matched the organic chaos of the 2019 chicken sandwich war. It began innocently enough—Chick-fil-A posted a tweet about their classic sandwich. Popeyes replied with a simple, now-legendary tweet: “… y’all good?”
That three-word response sparked a social media frenzy. Suddenly, everyone was comparing sandwiches, posting taste tests, and queuing outside Popeyes locations for hours. Sandwiches sold out. Customers fought in lines. The media covered it like a sporting event. And the kicker? Popeyes hadn’t even launched a formal campaign. It all stemmed from one perfectly timed, casually delivered clapback.
This moment illustrates the sheer power of social media in food PR. Brands can now spar, joke, and engage with each other in ways that feel authentic and unscripted. Popeyes, long overshadowed by Chick-fil-A in the sandwich space, used wit and timing to steal the spotlight—without ever paying for a traditional ad.
Quorn’s No More Porkies: Political Satire Meets Plant-Based Marketing
UK-based meat alternative brand Quorn took a different—but equally bold—route with its “No More Porkies” campaign. On the day Boris Johnson stepped down as Prime Minister, Quorn deployed a branded sandwich truck outside Parliament, offering plant-based “pork” sandwiches to symbolize a fresh start—and to call out the lies (“porkies”) of political life.
It was cheeky, timely, and unafraid. By aligning the message with current events and using humor rather than outrage, Quorn tapped into the zeitgeist without alienating audiences. The campaign earned headlines, social shares, and cultural capital—without a massive spend.
Sometimes, boldness lies in tone—not volume.
Why Loud PR Works for Food Brands
So why are so many food companies turning to shock, spectacle, and sass? Because it works. Here’s why:
1. It Cuts Through Clutter
Consumers are bombarded with thousands of messages per day. A moldy burger or a pop-up hotel stands out amid the sea of “now with 20% more cheese” headlines.
2. It Sparks Conversation
Whether it’s outrage, humor, or awe, emotion fuels engagement. Viral campaigns are less about exposure and more about making people care enough to talk, share, or react.
3. It Builds a Brand Identity
Loud PR helps brands clarify their personality. Is it playful? Rebellious? Fearless? Popeyes and Taco Bell have carved distinct voices through consistent, bold campaigns.
4. It Makes News
The press covers spectacle. Campaigns that dare to go big often get media coverage far beyond theoriginal investment.
The Risks of Bold PR
Of course, going loud isn’t always safe. When misjudged, these campaigns can backfire badly. Consider Heinz’s brief flirtation with rebranding Salad Cream as “Sandwich Cream”—a move that triggered national backlash in the UK. Or Walkers’ “Choose Your Flavor” campaign that asked consumers to vote on classic British dishes—only to result in divisive and strange flavor combos like “Lamb & Mint” chips.
Bold PR is a tightrope walk between attention and alienation. But the brands that do it well take calculated risks—and back them up with strong product value.
In the age of endless choice, food isn’t just nourishment—it’s a statement. And the way brandscommunicate that statement has changed dramatically. Bold food PR is no longer an outlier strategy—it’s becoming the standard for brands that want to stay relevant, viral, and top-of-mind.
Whether you love it or hate it, you remember it. And that’s the point.
