The Burger Experiment: Changing Swedish Perspectives on Greener Foods and Lower Climate Footprints

Dec. 20, 2024

The Burger Experiment is a short documentary film, and a purpose driven branding campaign, aimed at changing the way Swedes look at greener foods.

The campaign tackles the problem with Swedes eating too much meat and the common conception that foods with a lower climate footprint are not tasty and filling enough.
In the film, titled "The Burger Experiment", we get to follow Simon, an ordinary Swedish family man, entrepreneur and meat eater. We documented Simon’s life for two weeks to see if he could lower his climate footprint by only eating burgers without meat.

The campaign with Simon helps raise awareness about the market leading broad range of greener burger options at MAX Burgers, and through inspiring storytelling the campaign also proves that those greener foods, with a lower climate footprint, can be both tasty and filling.