The 48-sheet hoarding was erected outside one of Burger King®’s newest sites, which sports the tagline ‘Flame Grilling Since 1954’.
The stunt took place on the day the two brands launched Flame Grilled Whopper® flavour Doritos into stores nationwide, with each bag securing a free Whopper® meal.
The stunt by Splendid Communications which works for both Doritos UK and Burger King UK®, follows weeks of speculation online, and hints by both brands on social media.
The idea will travel through the line, and – beyond earned – will be backed by a YouTube masthead takeover and paid and earned social.
Locals were left stunned by the flames, with hundreds gathering to take pictures and videos which have spilled onto social media.
One resident, Matthew Donnachie, 26, said: “A Doritos billboard burning next to a restaurant that flame-grills its burgers? Seriously clever. Love the irony.”
The controlled fire took place shortly after dusk, with professionals on the scene to ensure safety for people in the area as well as clear up the site.
A spokesperson from Doritos said: “People often say there’s no smoke without fire and a few onlookers started to put two-and-two together.
“We wanted to make a statement and it’s certainly grabbed people’s attention as we’ve seen on social media.
“Our collaboration is something only few would expect, and we look forward to many more being surprised in the coming days following the launch of our Flame Grilled Whopper® chips, as they taste so similar to the real thing. The triangle Whopper is here!”
Source: Splendid Communications