Why the “Best” Food in the World Should Always Be Accompanied with Coca-Cola

Discovering “the best” restaurants across the world poses a formidable challenge. But it is easy to find people who are saying they are. Look around - every continent has restaurants where people are claiming they have the “the best burger”, “king of falafel” or “No.1 pizza.” That’s a never-ending discussion with no conclusion in sight,  but there’s one thing they do agree on: the “best” food in the world should always be accompanied with Coca-Cola.

Embarking on an extensive road trip spanning countless miles, our team visited many of these restaurants who claim they are “The Best”. The photos they took explored the U.S. landscape of restaurant facades that can be found in many different countries, where the same terms and types of signs are repeated.

Rather than seeking to establish a definitive winner in the quest for superiority, we stumbled upon an undeniable truth. The one element unanimously conveyed across menus and omnipresent signage was: Coca-Cola.

The campaign is launching across billboards and newspapers and extended to social media. WPP’s Open X, led by VMLY&R are behind the work.