Our goal was to remind people that Burger King has been dedicated to serving flame-grilled, great tasting sandwiches, since 1954. It’s what Burger King is all about. And educating people of this is a constant brief. When you have a campaign with messaging and visuals that effortlessly and honestly relay this message, the risk outweighs the reward every time.
The idea: When you play with fire, you risk getting burned. And when you grill with an open flame, you risk burning your store down. It happens. So, we turned that into a good thing. Without ever showing product, we provided proof that making a delicious sandwich like the flame-grilled Whopper is no easy task.
It’s not hard to get a brand to make headlines. Our goal was to make headlines that also make a point, and we did exactly that. We demonstrated our dedication and the risks we face to do what we do - offer delicious sandwiches, flame-grilled to perfection. That's how we created full spread newspaper ads using real photographs taken on the scene of actual Burger King stores engulfed in flames. These ads ran in national publications and as posters in Burger King stores.
And so we proved that making a delicious sandwich like the flame-grilled Whopper is no easy task.