Burger King is serious about flame grilling its burgers — and its new ad campaign has the photos to prove it.
The burger chain’s latest print campaign uses real photos from scenes of fires that torched its restaurants, Business Insider reports. The idea behind the campaign is that Burger King has had the highest number of restaurant-related fires than any other fast-food chain since it was founded in 1954.
The tagline of the fiery new campaign is “Flame Grilled since 1954” and features restaurants that were engulfed in flames in Oregon, Italy and Pennsylvania. The Pennsylvania restaurant’s blaze was so recent that the franchise only reopened in November, according to Lancaster Online.