Burger King has released a new ad, which takes a jab at the world of food-based conspiracy theories.
The spot, part of a major new campaign created by BBH and aimed at showing that there’s no secrets behind the chain’s famous Whopper burger, except fire, features a woman in a Burger King restaurant who shares with a friend her theory that the smoky flavour in the Whopper is in fact a liquid smoke.
Directed by Andrew Gaynord, the advert ends with the tagline “It’s not a secret. It’s real fire” flashing across the screen.
The campaign also includes an interactive AR experience at digital OOH sites across all major cities in the UK from May 21, and OOH crafted by Spanish illustration duo Cachetejack, in which Burger King’s juicy flame-grilled Whopper burger and its fresh ingredients take center stage.
Felipe Guimarães, creative director at BBH, said: “When I first heard about the crazy conspiracy theories about the Whopper’s flavour, I couldn’t believe it. Deciding to make those theories the basis for a campaign felt both insightful and quite funny. The result is a series of ads, with characters we can’t help but warm to”.