For most of us, avoiding a fiery death in a fast food restaurant would be high or near the top of our list of priorities.

However, a new campaign for Burger King in the US is using real life images of blazing restaurants to – brilliantly or oddly? – extol the delectable merits of its famed flame-grilled meat patties.

The print ads, by the Florida-based agency David, show actual stores on fire. The premise being flame grilling can produce a tasty Whopper, however, as a downside it can also reduce a restaurant to a smouldering ruin.

According to research by the agency, more Burger Kings have burnt down in the US since 1954 than any other fast food restaurant in the US. Which is a sobering statistic to note.