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Burger King takes a tongue-in-cheek look at the world of food-based conspiracy theories.

The first ad in the series depicts a woman spreading the fake news that the flame-grilled flavour of a Whopper is created by a secret, internet-enabled liquid smoke, rather than actual fire. The idea behind the campaign came from real-life instances of people on Reddit theorising about the flavour of Burger King's flagship burger.

The campaign will also feature AR experiences at out-of-home sites across major UK cities. Pedestrians are invited to scan a QR code that will activate an Instagram lens. When viewed through their smartphone, the poster's Whopper visual will be superimposed with smoke that directs them to the nearest Burger King. 

The work was written by Elliott White, art directed by Wil Maxey and directed by Andrew Gaynord through MindsEye. The media agency is Vizeum.