Burger King Posters Leave ‘Smoke Trails’ Guiding You To Flame-Grilled Burgers
Video screenshot via Burger King UK
There’s no smoke without fire. Likewise, Burger King’s beef patties wouldn’t have that signature smoky flavor if they hadn’t been flame-grilled, the chain insists.
With food establishments finally reopening for dine-ins in the UK, the fast-food joint hopes to redirect hungry customers to its outlets in a smoldering way. How so? The out-of-home advertisements come with a QR code that, when scanned via a smartphone camera, prompts an Instagram story filter that leaves AR “smoke trails” to the nearest Burger King.
The stunt, pulled off by advertising agency BBH London, is part of a meatier vision to end internet conspiracies claiming that Burger King’s flame-grilled taste comes from liquid smoke or other secret ingredients. “It’s not a secret, it’s real fire,” the posters read.
The It’s Not a Secret, It’s Fire campaign also arrives with a film addressing and debunking these rumors.
[via Ads of Brands and Ad Age, cover image via Burger King UK]
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