Burger King has turned to Reddit of all places to draw inspiration for its latest UK campaign.
The new ad, titled ‘It’s Not A Secret It’s Real Fire’ is based on actual conspiracy theories that exist on reddit about Burger King’s burgers.
Burger King Turns To Reddit For New Ad Skewering Ridiculous Conspiracy Theories
Apparently, there is a train of thought that the smokiness of Burger King’s burgers is in fact artificially created.
The new creative plays on this far-fetched theory.
The ad shows a woman talking to her friend about the conspiracy theory as she (somewhat ironically)enjoys a meal from the fast-food chain.
“You know that smoky taste you get in a Whopper?” she says.
“That’s not smoke. That’s liquid. It’s like liquid smoke – they get it from the internet, on a computer. And every morning somebody just dips the beef into it, into its own smoky little beef bath.”
The ad then points out that “it’s real fire” creating the smokey flavour.
The campaign also features an AR experience which invites users to scan a QR code that will superimpose a smokey map to the nearest Burger King.
You can see a demo below.
