In a world full of fake news and recipe secrecy, Burger King UK has launched a campaign that reveals there are no secrets behind its famous burger. The 'secret' ingredient of its flame-grilled Whopper is just fire.
To put the conspiracies to bed, BBH created a campaign showing the nation how fire impacts the quality of Burger King’s food. Rather than being simply a cooking method, the fire represents a key ingredient. In Whopper terms, flame-grilling means a smokey smell, locked in juices and intense taste.
Inspired by actual theories from members of the public on Reddit, the campaign consists of a series of films in which the viewer is immersed in a world of Whopper flavour conspiracy, only to reveal the one and only Burger King secret: fire.
The first spot in the series opens on a pair of customers in a Burger King restaurant discussing the theory that the smokey flavour you get in a Whopper is in fact a liquid smoke. The film, directed by Andrew Gaynord, ends on the tagline ‘It’s not a secret. It’s real fire.'
Katie Evans: Burger King Chief Marketing Officer
Soco Nunez: Burger King Marketing Director – Brand and Comms Director
Suzi Hoy: Burger King Brand Manager
BBH Creative / Art Director: Wil Maxey BBH Creative / Writer: Elliott White
BBH Creative Director: Felipe Guimarães
BBH Chief Creative Officer: Stephen de Wolf
BBH Strategist: Laura Casado Cisa
BBH Strategy Director: Saskia Jones
BBH Account Executive: Lwimbo Malanda and Moses Odubiyi
BBH Account Manager: Laura Huber
BBH Senior Account Director: David White
BBH Film Producer: Zaf Choudhury
BBH Assistant Film Producer: Khalil Orrett
Production Company: MindsEye
Director: Andrew Gaynord
Executive Producer: Hughie Phillips
Producer: Max Yeoman
DoP: Benedict Spence
Post Production: The Mill
Editor/Editing House: Saam Hodivala / Work Editorial
Sound: Adam Smyth / String and Tins
BBH Print Producer: Lauren Daniels
BBH Digital Producer: Susan Liu and Marta Nelson
Production Company: Make Me Pulse