The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Design

Grill Lines

Agency Bartle Bogle Hegarty / London

Client Burger King


Out of Home / Series

Annual ID


About the Work

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.

2023 Awards

Total Points: 3




Bartle Bogle Hegarty / London

Creative Director

Callum Prior
Marc Rayson

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