BBH is giving the famous flame-grill lines on every Burger King Whopper patty – the ultimate sign of what makes it a superior burger – the attention it deserves in a major new OOH campaign called ‘Grill Lines’, which will run nationwide.
The thinking behind the BBH strategy is that flame grilling, which Burger King has been doing since 1954, is what makes its burgers taste even better, so effectively it’s not just the Whopper which is a Burger King icon - it’s the grill lines.
This idea is brought to life in outdoor and press advertising, with a minimalist, seven-line pattern of grill lines stamped on a burger patty. 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.
The idea is also carried through to limited edition packaging for the iconic burger during July, and t-shirts worn by employees in Burger King’s Leicester Square restaurant.
Grill Lines is the latest in BBH’s series of campaigns which focus on Burger King’s superior flame-grilled taste credentials, bringing to life the quality of the products in an iconically creative and eye-catching way.
This professional campaign titled 'Grill Lines' was published in United Kingdom in July, 2022. It was created for the brand: Burger King, by ad agency: BBH. This Ambient, Experiential, and Outdoor media campaign is related to the Food industry and contains 9 media assets. It was submitted about 1 year ago.
Campaign Title: Grill Lines
Client: Burger King
Advertising Agency: BBH
Katie Evans: Chief Marketing Officer
Soco Nunez de Cela: Brand and Comms Director
Suzi Hoy: Senior Brand Manager
Katie Grinstead: Head Of Customer Experience
CCO: Alex Grieve
Executive Creative Director: Helen Rhodes
Deputy Executive Creative Director: Felipe Serradourada Guimaraes
Copywriter: Marc Rayson
Art Director: Callum Prior
Designer: Christian Kolodziejski
Planner: Saskia Jones
Planner: Laura Casado Cisa
Business Lead: James Rice
Account Director: Laura Huber
Account Manager: Zimini Fongho
Agency Producer: Lauren Daniels
Media Planner: iProspect