In its latest attempt to remind consumers that it's all about its flame-grilled taste, Burger King is running a striking U.K. outdoor campaign that makes a design feature out of its "grill lines" and trolls rival fast food brands with it.
The billboards, created via BBH, feature various designs that incorporate a minimalist, seven-line pattern of grill lines stamped on a burger patty. Each execution also has a seven-word tagline, a word for each line: for example, "Some lines are actually worth queuing for," or "this is what makes it a Whopper." Many also troll rival fast food chains: for example, next to a Five Guys logo are the words "The other guys don't have any marks" and next to KFC, "Some colonels haven't earned their stripes yet." For McDonald's, it's "only a clown would forget their lines." Some of the billboards are placed in locations next to those rivals too.
The idea is also carried through to limited edition packaging for Whopper during July, and t-shirts worn by employees in Burger King’s Leicester Square restaurant in London.
"We've been flame grilling for over 60 years and our grill lines are as iconic as our mouth-watering Whoppers," said Soco Nunez de Cela, brand and communications director at Burger King UK, in a statement. "With a creatively distinctive and unique campaign, BBH has brought to life how our branding goes beyond our logo, to a fiery stamp of superior quality and flavor."