British restaurant chain LEON is taking a headfirst leap into the burger market with a colourful out-of-home campaign inspired by the freshness and quality of its menu.

The vibrant new work will celebrate the London brand’s new Chicken Caesar Burger as well as its selection of evening burger meal deals as it looks to carve out a share of the burger market.

Known mainly for its rice boxes and wraps, the health-conscious fast food chain is aiming to disrupt the established big players with a creative that focused on bold visuals and ‘simple, clever storytelling’.

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Eye-catching digital out-of-home placements will appear across 41 prime UK locations, including LEON’s first-ever campaign in Manchester – which will feature copy reading just one word, (such as ‘juicy’, or ‘crispy’) alongside a photograph from its new burger range.

The stripped-down visuals will aim to draw in the UK public’s focus in what is an increasingly crowded advertising space – especially across large town centres.

The work will run for the next four weeks with an emphasis on locations near to existing LEON restaurant locations, in a bid to maximise physical footfall and cut through.