Car’s Jr. Hardee’s / “Will It Rib?”

Everybody knows the McRib. Most are afraid of it because even though it’s shaped like a rib, we have no idea what’s in it. Carl’s Jr. / Hardee’s came to us at Carrot / VICE to help introduce their ‘McRib Killer’—the Baby Back Rib Burger featuring REAL baby back ribs, not some sort of pseudo-protein created in a lab to look like real ribs.

Using the “what the heck is in a McRib anyway?” as our guiding light, we decided to prove that just because something may look like a rib doesn’t mean it belongs on a sandwich / in your mouth / on a menu etcetera. We hired a dude in Greenpoint to make a one-of-a-kind rib “press” (made from a burger press), found a host, gathered ALL TYPES of random stuff (crayons, ramen, toy soldiers, hair), and headed to a studio to produce a ridiculous event on Facebook Live to determine what kinds of objects can actually be pressed into a rib shape and compare it to the Baby Back Rib Burger itself.