On Tuesday, the fast food restaurant chain Burger King announced the company has launched a non-fungible token (NFT) campaign called the “Keep It Real Meals” initiative. The campaign is in collaboration with the NFT marketplace Sweet and will feature celebrities like Nelly, Anitta, and LILHUDDY.

The NFT marketplace Sweet has revealed a partnership with fast food giant Burger King on Tuesday. Burger King has entered the NFT fray and the new campaign is quite different from other NFT concepts. The Burger King “Keep It Real Meals” initiative will showcase QR codes tethered to close to six million meal boxes. Scanning the QR codes will unlock a digital collectible and Burger King’s announcement says “collecting them can lead to unlocking bonus NFTs.” The campaign will feature three celebrities including the American social media personality LILHUDDY, the Brazilian singer Anitta, and the American rapper, singer-songwriter, and entrepreneur, Nelly. Some of the unlockable bonuses have interesting utilities like being able to have a phone call with one of the campaign celebrities. “Guests can choose from three Keep It Real Meal boxes curated by Nelly, Anitta, and LILHUDDY, available at participating U.S. Burger King restaurants, while supplies last,” the announcement explains. “When guests scan an artist’s Real Meal box QR code, they are awarded one of three variations on one of three collectible NFT game pieces. Guests complete the artist’s set when they’ve collected the same variation of each collectible NFT game piece.” The announcement further added:

Once a set is complete, guests will be programmatically granted a 4th reward-based NFT, which awards prizes ranging from 3D BK digital collectibles, Whopper sandwiches for a year, autographed swag, or even a call with one of the artists.

Burger King is one of many well-known brand names that has delved into the non-fungible token (NFT) industry and cryptocurrency products in general. Brands like Oscar Mayer, Snickers, Milky Way, Axe Body Spray, Arizona Iced Tea, and more have been dipping their feet into the blockchain conversation and experimenting with different ideas. What do you think about Burger King’s NFT campaign? Let us know what you think about this subject in the comments section below.