How Burger King Is Tweaking Its Miami Signage for the Super Bowl

It's the one time of year to embrace Roman numerals

Shot of a Burger King location
Burger King isn't changing its name, but it is having some fun with its tagline. Getty Images

Sometimes, the planets align in the brand world. Whether it’s a cultural moment, a social media post that catches fire, or even numerology, brands keep their eyes and ears open to ride the wave of attention. Yet, sometimes, these moments are a little more nuanced.

Case in point: Burger King and the Super Bowl happening in Miami on Feb. 2. Burger King was founded (in Miami) in 1954. And this year marks Super Bowl LIV—as in, 54. The brand gods are smiling now, aren’t they?

With this stroke of unabated luck, Burger King is swapping out some store signs in the Miami area to celebrate not just the biggest game of the year, but its flame-grilling heritage:

David Miami

Instead of reading “Flame Grilling Since 1954,” four Burger King store signs will read “Flame Grilling Since 19LIV” until the game at Hard Rock Stadium.

The idea was conceived by another institution in the city, agency David Miami.

It’s not quite as big a stunt as IHOP changing its entire name to IHOb or some of the other massive campaigns Burger King has done over the years, but it is a nice nod to the brand, its history and hometown.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 54 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the Super Bowl commercials anywhere.

CREDITS:

Agency: David/Miami
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Group Creative Directors: Jean Zamprogno; Fernando Pellizaro
Senior Art Director: Andy Tamayo
Senior Copywriter: Alexander Allen
Junior Art Director: Leticia Romano
Junior Copywriter: Jared Schermer
Art Director Intern: Monica Andrade
Creative Coordinator: Luisa Candido
Executive Producer: Carlos Torres
Producer: Ricardo Ceballos
Production Coordinator: Tomas Diego
Director, Strategic Planning: Jon Carlaw
Senior Planner: Stephanie Salvador
Junior Planner: Vanessa Amaral
Group Account Director: Stefane Rosa
Management Supervisor: Jenny Gobel
Account Executive: Rachel Startz
Account Executive: Larissa Cocchiaro

Client: Burger King
Global CMO: Fernando Machado
President, Burger King North America: Chris Finazzo
Head of Marketing, North America: Renato Rossi
Head of Global Marketing: Diego Suarez
Head of Brand & Communications, BK NA: Marcelo Pascoa
Director, Marketing Communications: Nicole Alevizos
Lead, Advertising, BK NA: Rogelio Magaña
Manager, Advertising: Rachel Williams

Production
Kreative Kontent – Production
Executive Producer: Debbie Margolis Horwitz
Director of Photography: Randy Valdez
Still Photographer: Fro Rojas


@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
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