 Show May. 17, 2021 In a world full of fake news and recipe secrecy, Burger King UK is today launching a major new campaign showing the nation that there’s no secrets behind it’s famous Whopper burger: it’s just fire. Whilst Burger King might be synonymous with ‘flame-grilled’ to many, people up and down the country have thought up countless theories behind the product’s secret ingredients. After all, how could the secret possibly be fire? It tastes too good for something so simple. To put the conspiracies to bed, BBH has created a campaign showing the nation how fire impacts the quality of Burger King’s much-loved food. Ratherthan being simply a cooking method, the fire represents a key ingredient. In Whopper terms, flame-grilling means a smokey smell. It means locked in juices and intense taste. Inspired by actual theories from members of the publicon Reddit, the campaign consists of a series of films in which the viewer is immersed in a worldof Whopper flavour conspiracy, only to reveal the one and only Burger King secret: fire. The first spot in the series, launching today 17th May, opens on a pair of customers in a Burger King restaurant discussing the theory that the smokey flavour you get in a Whopper is in fact a liquid smoke. The film, directed by Andrew Gaynord, ends on the tagline ‘It’s not a secret. It’s real fire.’ In a first for Burger King UK, the campaign also features an interactive AR experience at digital OOH sites across all major cities in the UK from May 21st. The installations invite passers-by to scan the QR code to activate an Instagram lens. Using the poster as a marker, the smoke comes directly off the Whopper and will lead you in theprecise direction of the nearest restaurant. makemepulsecreated a series of directional lenses that also offered short and long view smoke to align with the exact positioning of the installation. With a total of six different smoke directions, members of the public are led to the one place tobe: Burger King. Because where there’s smoke, there’s fire. And where there’s fire, there’s Whoppers. Finally, the campaign also includes an OOH campaign, crafted by Spanish illustration duo Cachetejack, in which Burger King’s juicy flame-grilled Whopper burger and its fresh ingredients take centre stage. The campaign is the first major UK launch of the newbranding since its reveal in January. Felipe Guimarães, Creative Director at BBH, said:
Soco Nunez, Marketing Director, Burger King UK said:
Related NewsLatest NewsThere isn't any liquid smoke. That tastes like campfire. It's very noticeable. What you're tasting is the natural smoke created when fat and myoglobin drips down to a hot surface and vaporizes. This is not unlike using a gas grill. The reason why you can't replicate it is because you're not cooking hundreds of patties per day, every day, nor are you using the same equipment. BK broilers are under constant use and seasoned using the same food over and over again.
Matthew Horwood/Getty Images Burger King is one of the biggest fast food chains in the United States. According to Delish, one of the most popular dishes at the restaurant, the Whopper, has been a hit
for a long time: specifically since 1957. The chain, known for its grilled burgers, has a massive global presence – around 13,000 outlets across the world, and it doesn't intend to slow down anytime soon. With so many Burger Kings out there, people are bound to notice a few patterns that they don't always like or understand, like the fact that more often than not, there's plenty of smoke around Burger King outlets. This has led to a few problems in the past. Take, for
example, an incident in the 1990s involving a Burger King outlet in Columbia, Maryland. As reported by the Baltimore Sun, irate folks living close to the restaurant complained about the amount of smoke and odors being released. One resident said, "It's like having 20 barbecues on at the same time in the neighborhood. It smells like grilled grease. It's gross." After
complaints from locals and a citation from the state, the owner of the Burger King bought a $5,000 catalytic converter. These days, the smoke may not be as evident, but it's still noticeable. If you've ever wondered about the potential reasons, we have an answer for you. Where there's smoke, there's flame broiler
Matthew Horwood/Getty Images As an ex-Burger King employee shared in a Reddit post, the company prefers to use flame broilers for their burgers which is why it's not uncommon to see smoke around its restaurants. They wrote, "Whenever you drive by BK and see all the smoke roll out of the roof [it's] from the broiler discharging." As explained by a 2010 GQ piece, the broiler is an essential piece of equipment for the brand and is the reason why its burgers come out so well. In fact, Burger King's then-senior vice president of global product marketing and innovation, John Schaufelberger, called the flame broiler "a game-changing piece of equipment and a significant point of differentiation." It basically allows employees to control factors such as heat and the time spent on cooking the patties. Also, the company's broilers have evolved to help bring down electricity consumption by a whopping 90 percent, a definite boost to the environment. So, the next time you stop by for a fast food fix, you'll know why you notice smoke outside. Are Burger King burgers actually flame broiled?Yes! It turns out, BK really does practice what it preaches. A former employee cleared up any questions by revealing that Burger King cooks its burgers over a flame grill. "They use a broiler and you load frozen patties onto the tray and then shove them in and [it's] a flame grill inside," the employee said.
What artificial ingredients did Burger King remove?Burger King is permanently banning 120 artificial flavors, colors and preservatives from its food menus nationwide, including aluminum, bleached flour, sorbic acid, Yellow #5 food dye and dozens of other mouthwatering additives that are harder to pronounce.
Does Burger King use flames?Flame Grilling Since 1954
At Burger King, we have been flame-grilling since the day we started in 1954. That's right since day one. We only use real fire to give you the beef patty you deserve.
Does Burger King use artificial ingredients?According to the Burger King website, 90% of the Burger King permanent food menu in the US is free of colors, flavors, and preservatives from artificial sources.
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Does Burger King use artificial smoke flavor
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