Last week outside a Burger King in the North East one of its promotional billboards went up in flames. But, it wasn’t an arson attack, it was a specially devised publicity stunt that saw the 200 square foot high street billboard go up in flames.

The huge hoarding, positioned next to the fast food restaurant in Middlesbrough, was given the ‘flame grilled’ treatment, much like one of the chain’s burgers. And it sported a Doritos tortilla chip ad before being left chargrilled – alluding to a collaboration between the two brands. Locals were left stunned, with hundreds gathering to take pictures and videos which have spilled onto social media.

Resident Olivia McHale, 28 said, quite seriously, “I just can’t believe it. It’s just not the sort of thing you expect to see in Middlesbrough – things like this don’t happen here.” The controlled fire took place shortly after dusk, with professionals on the scene to ensure the safety of people in the area as well as clear up the site. Another local, Matthew Donnachie, 26, who witnessed the chargrilled billboard, said: “A Doritos billboard burning next to a restaurant that flame-grills its burgers. Seriously clever. Love the irony. There’s definitely more to this than meets the eye.”

A spokesperson from the snack brand, which is set to team up with the fast food chain to launch flame-grilled Whopper Doritos, said:

“People often say there’s no smoke without fire and a few onlookers started to put two-and-two together. Our collaboration is something only few would expect, and we look forward to many more being surprised in the coming days following the launch of our Flame Grilled Whopper chips, as they taste so similar to the real thing. The triangle Whopper is here.”