We Need to Fix “Authentic Marketing”

“Flame-Grilled Since 1954”, 2017

In 2017, Burger King ran a marketing campaign centred around the fact that their restaurants kept burning down. “Flame-grilled since 1954” was clever, funny, and original, and it resulted in near-universal acclaim. Since its publication, dozens of articles have been written about it (this, this, this and this, for example), and it won the Cannes Lions Grand Prix in Print for that year — one of the most lauded awards in…