Fast-food chain Burger King has a new marketing campaign that gives new meaning to the term “McMansion”.

In a new series of print ads, the chain claims to illustrate the eminence of grilling meats via pictures of grills in the backyards of retired McDonalds’ executives, USA Today reports.

The restaurant, in contrast to McDonalds, stakes its reputation on the commitment to serve flame-grilled burgers. (McDonalds makes its burgers on a griddle.) The ads allegedly culled pictures from the real estate listings of or articles about the homes of a former McDonald’s president, director and chief operating officer.

“It’s funny, because it’s true,” Burger King said in a statement.

(Urban Turf)