• by Fern Siegel , July 7, 2022

BBH is launched a new out-of-home campaign for Burger King called “Grill Lines,” running nationwide in the U.K. 

Although Burger King has been flame grilling since 1954, the campaign pushes a simple message: It’s not just the Whopper that defines Burger King; it’s the grill lines.

OOH ads will highlight the seven-line patter of grill lines stamped on a burger patty. Each execution has a seven-word headline, a word for each line, utilizing some zingy, often competitive copy to remind audiences that the Whopper is better than its rivals in the fast-food category.

Ad copy takes aim at KFC and McDonald's.

Felipe Serradourada Guimaraes, deputy executive creative director at BBH, said: “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.”

To further the theme, new, limited-edition packaging for the Whopper will run during July.

“Grill Lines” is the latest BBH campaign to focus on what Burger King claims is its superior flame-grilled taste.

Last month, Burger King UK debuted the "Whopper To A Flame," which was on a mission — to find a grill.

The campaign’s media planning is by iProspect.

BBH London client work has included Barbie, Tinder, Samsung, Marvel, Hulu and Vivo.