The problem:
Create a product to communicate that Burger King is healthy and its menu is now 100% real, free of preservatives, colors, and flavors from artificial sources.
The Insight:
Cheat days are typically associated with breaking strict diet rules by consuming fast food or other super caloric food. 
The Idea:
BK will lunch workout equipment to be used right after eating the meal, so it will never feel like a cheat day anymore, either because you will exercise or because it's 100% free of preservatives.

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