An old Burger King New Zealand print ad resurfaced on social media in the aftermath of the Brussels attacks on Tuesday.
The above image of the fries, a Belgian national dish, was widely shared online with it originating from a Burger King commercial.
In 2008, the full ad was circulated around Auckland, New Zealand to publicise the opening of a new Burger King outlet in the area.
The original creative was devised by Young & Rubicam. The agency told Mashable: “We are proud to be part of any efforts to end violence and bring about peace.”
The incident trended on Twitter with the hashtags #Brussels and #jesuisbruxelles.
Creative agency BETCParis, which lost a colleague in the ISIS attacks in Paris last November, tweeted a message of support reading: “Thoughts with Brussels and all the Belgians.”