Doritos has unveiled a new collaboration with Burger King by setting fire to its own out-of-home (OOH) billboard.
The 48-sheet hoarding was placed outside one of the burger chain’s newest sites, which sports the tagline ‘Flame Grilling Since 1954’.
The marketing stunt took place on the day the two brands launched Flame Grilled Whopper flavour Doritos into stores nationwide, with each bag reportedly securing a free Whopper meal.
Developed by Splendid Communications – which works for both Doritos UK and Burger King UK – the campaign follows weeks of speculation online, and hints by both brands on social media.
According to Doritos, locals were left stunned by the flames, with hundreds of passers-by stopping to take pictures and videos which soon spilled onto social media.
“A Doritos billboard burning next to a restaurant that flame-grills its burgers? Seriously clever. Love the irony,” local resident Matthew Donnachie said.
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Throughout the duration of the stunt professionals were 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!”
The campaign will be backed by a YouTube masthead takeover and paid and earned social.
