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Burger King Posters Leave ‘Smoke Trails’ Guiding You To Flame-Grilled Burgers
By Mikelle Leow, 24 May 2021
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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