Burger King’s special brand of off-the-wall advertising has reached a new level: in its latest print campaign, the fast food chain is featuring three photographs of actual restaurants that have caught on fire in recent years.

The photos, which show Burger Kings aflame in Italy, Pennsylvania and Oregon, serve to (somewhat sadistically) remind people that the brand takes its flame-grilling seriously. A quick Google search of the incidences reveals that no one was seriously hurt in the aforementioned BK fires, which took place in 2004, 2015 and 2016, respectively.

According to David Miami, the agency behind the campaign, “more Burger King restaurants have burned down than any other fast food chain” since 1954. Which is apparently something to be proud of.