Burger King announced Wednesday it is removing artificial colors, flavors and preservatives from its signature Whopper sandwich in the United States.

The Restaurant Brands International chain plans to highlight the change with a global advertising campaign that shows a photo of a moldy Whopper, supposedly 28 days old, with text that reads "the beauty of no artificial preservatives."

The campaign comes as consumers demand more transparency about the ingredients in their food. In 2018, McDonald's removed artificial additives from seven classic burgers, a change that included tweaking its iconic Big Mac sauce. The Chicago-based company also rolled out fresh beef Quarter Pounders, a change that saw it regain burger market share.