• BURGER KING
Stop, Drop, and Grill
PROBLEM
Less than a third of 18-24 year olds know that every Burger King burger is flame-grilled, not fried. As a result, a cynical generation of consumers don’t see Burger King as being any different from other fast food chains.
SOLUTION
Drive home the message that Burger King’s practice of cooking with fire makes the Whopper a superior burger to its competitors, without coming across as pompous or self-serious.
EXECUTION
With a series of tongue-in-cheek ads incorporating symbols of fire safety, we’ll show consumers that Burger King is willing to risk the hazards of cooking with fire for the great taste of a flame-grilled burger.