Before taking a picture, Spaniards say “Patata!” (Potato), Germans say “Ameisenscheiße” (ant shit), and the French say “ouistiti” (marmoset). They might have different words for it, but they're also familiar with the English “say cheese”. So when Burger King wanted to introduce an unfamiliar Grilled Cheese sandwich in Europe, we used "say cheese" as the ultimate mnemonic to a sandwich that put a smile on them all.