Burger King has been flame grilling since 1954 because that's what makes their burgers taste the best. So the grill lines on every Whopper are a sign of superior taste. This campaign makes "Grill Lines" as iconic as the Whopper, in a series of minimalist, seven-line pattern posters. Each execution has a seven-word headline, a word for each line, reminding audiences with some cheeky copy (and OOH locations) that they are what makes the Whopper taste far superior to rival burgers.

Fire is their trademark. Literally. The flame grill brands seven marks of supreme taste on every Whopper served. So we took those smokin’ trademarks and immortalised them in minimalist posters. In seven lines we told folk what puts the Whopper in a flaming hot league of its own.

Fire is their trademark. Literally. The flame grill brands seven marks of supreme taste on every Whopper served. So we took those smokin’ trademarks and immortalised them in minimalist posters. In seven lines we told folk what puts the Whopper in a flaming hot league of its own.

For maximum fame, the campaign ran in outdoor across the UK. But for maximum attention, we tactically placed dedicated posters outside competitor stores. A shade throw away. So our grill lines could smoke the likes of McDonald’s and KFC for inferior cooking methods.

The campaign saw a 8% incremental sales increase for Whoppers following launch.