When Burger King and McDonald’s are not baiting each other, they produce some lovely work that shows the power print and demonstrates the less is more principle admirably. Sometimes they do both and Burger King has done both in a fiendish campaign from Publicis Montréal for Burger King app’s delivery feature. The idea is that any home can be Home of the Whopper, which has been Burger King’s byline since 1957. There is also a subtle suggestion that Burger King is a private passion – it can be ordered discreetly and enjoyed in the privacy of your own home. Everyone understands that appeal – apparently, even Burger King’s rivals. (Hint: look closely at the images. One home has clown shoes stacked beside the front door, the other has pot plants that look rather like KFC buckets.)
