When you play with fire, you risk getting burned. And when you grill with an open flame, you risk burning your store down. It happens. So, we turned that into a good thing. Without ever showing product, we provided proof that making a delicious sandwich like the flame-grilled Whopper is no easy task.

We created full spread newspaper ads using real photographs taken on the scene of actual Burger King stores engulfed in flames. These ads ran in national publications and as posters in Burger King store.

Media:

Newspaper

Name of the newspaper

El Puntal de Villa María

Where:

Córdoba - Argentina

When:

Pensilvania - February 6th, 2017.

Aviano - February 7th, 2017.

Oregon - February 8th, 2017.

The Burning Stores campaign gained close to 100 million impressions from publications including Fortune, Business Insider, and Yahoo reaching around $1.5 million in earned media.