Burger King apparently hopes some ‘reverse advertising’ will be effective. The fast-food chain’s new ad campaign features a moldy Whopper.

Specifically, the short video shows what happens to a Whopper after 34-days. Spoiler: you won’t want to eat it.

The campaign plays off recent social media posts by people who’ve found perfectly preserved fast-food items years, and in the case of one IG post, decades later.

Ironically, that one was a BK kids meal burger from purportedly from 1996. BK is hoping their new campaign will show customers that their food is fresh and isn’t packed with preservatives.