Burger King has been flame grilling since 1954 because that's what makes their burgers taste the best. So the grill lines on every Whopper are a sign of superior taste. This campaign makes "grill lines" as iconic as the Whopper, in a series of minimalist, seven-line pattern posters. 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.

Fire is what sets Burger King apart from its competitors. So we reminded everyone flame-grilling is king…right in front of rival stores. The “Grill Line” posters cheekily burn McDonald’s by telling folk ‘only a clown would forget their lines.’ Making the seven smoking flame marks on every Whopper into an iconic signature, the tactical out of home campaign also grilled Subway, Five Guys and KFC in close proximity media.