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Burger King Flaming Heart Grill

Award: Wood Pencil

Wood Pencil / Branding / Activations / 2021

Unlike many other fast-food joints, Burger King doesn’t fry its burgers - it’s been flame-grilling them since 1954. And that’s what the brand communicates through advertising. But advertising only takes them so far... it turns out that two out of three people aren’t aware that Burger King flame-grills, and while a third of them are aware, they simply don’t believe it, which fundamentally undermines the brand experience.

The Burger King Flaming Heart Grill was created to restore and reinforce a fundamental brand truth that Burger King really does flame-grill… and has been doing so since 1954.

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