Burger King is breaking the mold in its new advertising campaign.

The burger chain is portraying its Whopper covered in mold in print and TV ads running in Europe and the U.S. The message: Burger King is removing artificial preservatives from its signature burger.

Burger King says it has removed artificial preservatives from the Whopper in several European countries and around 400 of its 7,346 U.S. restaurants. It plans to remove preservatives from Whoppers served in all of its restaurants this year.

Burger King says it has also removed artificial colors and flavors from all of its sandwiches and sides in some European markets and the U.S.

McDonald’s announced in 2018 that it was removing artificial colors, flavors and preservatives from seven of its burgers.