Brand

Burger King Turns an Unofficial Rhett and Link Taste Test Into a U.S. Ad Campaign

Published on September 14, 2026

Burger King has enlisted “Good Mythical Morning” hosts Rhett and Link for an official multi-part campaign promoting its “Whopper Guarantee,” built directly out of an earlier “Good Mythical Morning” segment that was not originally sponsored by the chain.

As reported by Tubefilter, the duo has run dozens of “food feud” segments on their 14-year-old show comparing fast food items across chains and locations. One installment tested whether Whoppers from different Burger King locations tasted the same, a direct challenge to the chain’s consistency claims. Burger King executives noticed the segment and turned it into the basis of an official partnership.

Working with Google and Unreasonable Studios, Burger King is rolling out what the company calls a 360 activation. Rhett and Link will appear in a sponsored “Good Mythical Morning” episode putting the Whopper Guarantee to the test, and will also meet Burger King’s “Your Way Champions,” employees the chain positions as customer-satisfaction leaders. The campaign includes three Rhett and Link-led ads distributed across YouTube and connected TV through Google’s advertising products, along with a two-week takeover of the main “Good Mythical Morning” YouTube channel.

Rhett and Link have worked with Burger King before, previously promoting the chain’s Fiery Menu. This campaign grew out of an organic segment the pair produced independently of the brand.

“This partnership is a great example of what happens when a brand leans into an authentic creator relationship,” said Jacob Moncrief, president of Rhett and Link’s media company Mythical, in a statement. “Burger King recognized a conversation that was already happening on Good Mythical Morning, and together we turned it into a campaign that felt native to our audience while leveraging the scale of Google’s Creator Ads and YouTube ecosystem.”

Burger King’s approach lands alongside a broader shift among quick-service brands toward creator-native formats rather than brand-produced concepts. Chipotle’s new “Behind the Foil” campaign, its first national ad under Chief Brand Officer Fernando Machado, was built entirely from footage shot by 100 creators inside its restaurants, with no brand-shot footage, director, or production company involved. Machado has described the approach as ceding control to creators rather than dictating outcomes in advance.

Burger King’s campaign follows a similar logic in a different form: rather than commissioning creators to execute a brand-authored concept, it identified a format Rhett and Link had already established with their own audience and bought into it.