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Ad of the Day: Burger King grills rivals with witty minimalist outdoor campaign

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By Amy Houston | Reporter

July 6, 2022 | 3 min read

Fast-food chain Burger King is using its famous flame-grilled mantra to burn rival restaurants with a minimalist billboard campaign created by BBH.

‘Grill Lines’ uses simple illustration techniques and clever copywriting to take aim at rival restaurants such as McDonald’s and KFC. With messages including ‘Some colonels haven’t earned their stripes’ and ‘only a clown would forget their lines,’ the franchise hopes to remind audiences that grilling the burgers makes them taste better.

“We’ve been flame grilling for over 60 years, and our grill lines are as iconic as our mouth-watering Whoppers,” said Soco Nunez de Cela, brand and communications director at Burger King UK.

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The Burger King billboards take aim at its fast-food competitors / BBH

“With a creatively distinctive and unique campaign, BBH has brought to life how our branding goes beyond our logo, to a fiery stamp of superior quality and flavor.”

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The concept will also be applied to limited-edition packaging for the Whopper during the month of July and T-shirts worn by employees in Burger King’s Leicester Square restaurant.

Felipe Serradourada Guimaraes, deputy executive creative director at BBH, added: “Every Whopper comes with a clear seal of approval – its grill lines. So we wanted the world to know that if your burger has no lines, then it’s definitely not a Whopper.”

The campaign will run nationwide with media planning by iProspect.

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