Flame-grilling is an integral part of the Burger King DNA. Burger King is a cool and original brand but first and foremost it’s all about high-quality flame-grilled burgers. Inspired by the famous New York fire trucks, &Partner created the Burger King fire truck to create awareness of the Burger King brand – and because Burger King flame-grills so many burgers every day that a fire truck is a necessity. Combining the coolness of Burger King with the associations of a fire truck, the outdoor campaign contains the whole brand universe and personality of Burger King. It sparks the flame in anyone seeing and getting on the bus.
The concept is currently part of a prestigious outdoor marketing competition in Denmark, where Danish agencies develop creative concepts for bus lines in Copenhagen.