According to Burger King, the sign of a superior burger is the flame grill lines of the cooking process. It is these signature lines which are the focal point of the fast-food giant's latest out of home advertising campaign, ‘Grill Lines’. 

The idea has been brought to life in outdoor and press advertising, with a minimalist, seven-line pattern of grill lines stamped on a burger patty in a retro art style. Each execution has a seven-word headline, a word for each line, reminding audiences with some cheeky copy that these lines are what makes the Whopper taste superior to rival burgers. The posters have been strategically placed near the rival fast-food chains accompanied by some friendly jabs at competitors. 

Alongside the OOH ads, limited edition packaging featuring the gill lines will run during July, as well as on t-shirts worn by employees in Burger King’s Leicester Square restaurant. 

“Every Whopper comes with a clear seal of approval, its grill lines. So we wanted the world to know that if your burger has no lines, then it’s definitely not a whopper.” added Felipe Serradourada Guimaraes, Deputy Executive Creative Director at BBH. Burger King has been flame grilling burgers since 1954 and so the grill lines are as iconic as the Whopper itself. 

This is the latest instalment of BBH’s series of campaigns that focus on Burger King’s superior flame-grilled taste credentials, bringing to life an iconic, recognisable quality of the product that has been somewhat overlooked in a creative, eye-catching way.