Burger King’s latest ads bizarrely tout the fact that its flame-grilling has led to actual restaurant fires

A Burger King in Oregon caught on fire in July last year.

Burger King’s special brand of off-the-wall advertising has reached a new level: in its latest print campaign, the fast food chain is featuring three photographs of actual restaurants that have caught on fire in recent years.

The photos, which show Burger Kings aflame in Italy, Pennsylvania and Oregon, serve to (somewhat sadistically) remind people that the brand takes its flame-grilling seriously. A quick Google search of the incidences reveals that no one was seriously hurt in the aforementioned BK fires, which took place in 2004, 2015 and 2016, respectively.

According to David Miami, the agency behind the campaign, “more Burger King restaurants have burned down than any other fast food chain” since 1954. Which is apparently something to be proud of.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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