The well-documented burger rivalry between Burger King and McDonald's has heated up once more, with the former teasing the latter about its cooking methods via a series of well-placed billboards (or 'grill-boards').
Burger King prides itself on its flame-grilling; a burger preparation that the fast-food chain loves to tout as its differentiator against competitors.
To highlight its point of difference, Burger King Denmark has placed a billboard next to a McDonald's chain in Copenhagen that directs guests towards McDonald's in case a fire breaks out in its own restaurant across the road.
The provocative sign means to communicate that fires are a bigger hazard in Burger King because, unlike McDonald's, it flame-grills its burgers.
Both Burger King and Ingo Stockholm, who created the campaign, hope well-placed OOH creative will stay in situ for a year, marking the brand's longest McDonald's stunt yet.
This is the latest in a long line of McDonald's-targeted advertising from Burger King that cheekily roasts its competitor.
Back in 2015, Burger King Brazil convinced McDonald's super fans to get its rival to the Big Mac tattooed on their arms.
In 2017, the brand's #NeverTrustAClown campaign intimidated its rival and its famous clown, Ronald McDonald.
At the Hamburg premiere of IT (the scary clown box office hit based on Stephen King's novel) the burger retailer flashed two spotlights on the screen prior to the credits rolling, the first stating: ‘The moral is: never trust a clown’ and the second flashing up the Burger King logo.
Following this, it launched a 'Very Scary' campaign that offered free Whoppers to the first 500 clowns to show up at its London flagship restaurant on Halloween night.
Last year, Burger King UK’s response to Kanye West’s love of McDonald’s became the most-liked branded tweet of all time.