New York (CNN Business) Burger King is re-"molding" the image of its signature Whopper in a nauseating new ad campaign that promotes efforts to eliminate artificial preservatives and other additives from the company's menu.

The burger chain on Wednesday unveiled pictures of its new, preservative-free Whopper. In the campaign, the Whopper is covered in mold, decaying as it's consumed by green fungus.

Burger King's moldy Whopper

The unconventional marketing effort includes a TV commercial showing the all-natural Whopper slowly rotting over the course of 34 days as soul singer Dina Washington's 1959 hit "What a Difference A Day Makes" plays in the background. Deliberately absent are food coloring and special effects commonly used to make restaurant meals and their ingredients look appetizing in commercials. By the end of the 45-second commercial, the Whopper has transformed into a green and blue mess.

"The beauty of no artificial preservatives," the ad's tagline reads.

Restaurant Brands International QSR The moldy Whopper may look revolting, but, which owns Burger King, is betting customers are craving healthier, organic ingredients. Just over half of Millennials and 57% of Millennial parents said they are buying more organic products now than they did five years prior, according to a September YouGov analysis commissioned by Whole Foods. A 2018 Nielsen report also found young adults are more willing to pay higher prices for products made with natural, more environmentally-friendly ingredients.

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