We decided to have fun by trying to sell flame-grill broilers to McDonald’s managers, so they could potentially have delicious flame-grilled burgers like Burger King does.

The campaign composed of real calls to our competitor’s restaurant managers. During said calls, Burger King exposed the reason why other brands don’t flame-grill, uncovering that they prefer to be fast, instead of preferring to have the great taste of flame-grilled beef.

We invited a salesman to try and sell flame-grill broilers, just like the ones used at Burger King, to our main competitors who use flat tops fryers, like McDonald’s. The radios are actual edits from the calls made to the real restaurants and the questions / answers are completely real. All the calls were recorded live from a studio. It’s the first “live experiment” from Burger King in radio, using the media in a fresh and authentic way. For legal reasons and to protect the identities of the restaurant managers, we had to “beep” their names and make a slight modification to their voices.

Not a single flame-grill broiler was sold.