As 2019 winds to an end, Burger King has a secret to reveal; to prove that the Whopper outsizes its rival burger - McDonald’s Big Mac - it has hidden one behind every Whopper ad this year - even on the Whopper bus.

By definition, Burger King’s Whopper is positioned as a heftier option for fast-food lovers getting their burger fix. Seeing this as a differentiating benefit against its rival burger, Burger King endeavoured to find a way to prove it - on a massive scale.

For this reason, it hid a Big Mac behind every Whopper ad BBH made this year. Behind every piece of print, TV, in-store advertising and the Whopper bus, Burger King placed a Big Mac behind every Whopper photographed - but due to the size of its own burger, the rival gets eclipsed from sight.