What it had to solve
Remind audiences that flame grilling makes Burger King's burgers taste better, and that its grill lines are as iconic as its logo.
The idea
Use the Whopper's grill lines as a brand asset, so a minimalist illustration plus a pun takes a swipe at a competitor.
How it works
BBH created minimalist billboards using simple illustration and tight copy aimed at McDonald's and KFC, with lines such as 'Some colonels haven't earned their stripes' and 'only a clown would forget their lines'. The idea extended to limited-edition Whopper packaging in July and T-shirts worn by staff in the Leicester Square restaurant. The campaign ran nationwide, with media planned by iProspect.
What it did
The Drum's 'Ad of the Day' write-up, published on 6 July 2022, gives no sales or reach results. BBH's Felipe Serradourada Guimaraes said every Whopper comes with a seal of approval in its grill lines, so a burger without them is not a Whopper.
Background
In July 2022 Burger King UK and BBH launched 'Grill Lines', a minimalist outdoor campaign that uses the brand's flame-grilling mantra to burn rival restaurants. The brand said it had been flame grilling for over 60 years and that its grill lines are as iconic as its Whoppers.
The billboards use simple illustration and clever copywriting to hit McDonald's and KFC, with messages such as 'Some colonels haven't earned their stripes' and 'only a clown would forget their lines'. The idea carried into limited-edition Whopper packaging during July and staff T-shirts at the Leicester Square restaurant.
Why it lands
The grill lines are a feature customers already see on every Whopper.
Stripes and puns need almost no copy, so they suit billboards.
Naming rivals only through hints keeps the humour playful.
What you can take
A product feature that every customer can see works as a visual signature without needing a logo.
Since then
The Drum reports the launch and the packaging and T-shirt extension, and records no later results.
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