Project Brief
Burger King has stood for flame-grilling since 1954. Other chains cook their burgers on flattop grills (effectively
frying the meat), but Burger King burgers are cooked over an open flame grill, searing in that great flavour.
The mission was to create an promotional campaign that drives home the single-minded proposition:
frying the meat), but Burger King burgers are cooked over an open flame grill, searing in that great flavour.
The mission was to create an promotional campaign that drives home the single-minded proposition:
BECAUSE FIRE IS BETTER.
I need to Execute the “flame-grilling since 1954”message in a new, relevant way that makes younger, more
cynical consumers want flame-grilled burgers, not fried. Get them to buy into, understand, and retain this
message, and ultimately give Burger King another try.
Key Deliverables
• Film
• Print
• Out of home
• Stunts
• Memes
• Installations around the city
• Out of home
• Stunts
• Memes
• Installations around the city
Target Audience
18-24 year old's who don’t watch much TV
Don’t visit Burger King restaurants
Don’t think Burger King’s especially cool
Typography
Flames
Tagline
Get ready to grill your way through
WE ARE THE OG GRILLERS #IYKYK
Don’t Stop The Grill
Grill all the way up
You're lovin it coz we're grillin it
Promotional Sticker
