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Burger King U.K. wants to end conspiracy theories around the creation of its flame-grilled taste in its latest ad campaign.
In telling customers that the secret to its success is really cooking its burgers with fire to create the smoky taste, the “It’s Not a Secret, It’s Fire” campaign from BBH features theories shared by users of Reddit. The film, directed by Andrew Gaynord, features a pair of customers debating theories around how the flame-grilled taste is created.