Burger King is Fighting Single-Use Plastic with the Meltdown Campaign
Grace Mahas — September 20, 2019 — Eco
References: burgerking & adweek
With the war on plastic in full swing, fast-food brand Burger King UK is setting itself apart with the launch of 'The Meltdown' campaign. The campaign asks that consumers bring in old plastic toys from any brand -- including its competitors -- and Burger King will melt it down to create surface tools or play areas. In exchange for the donation, the quick-serve restaurant will give consumers a free kids meal.
The Meltdown campaign includes out-of-home advertisements, digital content, in-store marketing, and experiential activations. The campaign features a number of different toy characters including 'Beep Beep' the driving bunny, 'Roary' the dinosaur, and 'Mr. Hugglesworth' the robot.
While the anti-plastic initiative is currently only in the United Kingdom, the brand started its plan to expanded to North America next.
The Meltdown campaign includes out-of-home advertisements, digital content, in-store marketing, and experiential activations. The campaign features a number of different toy characters including 'Beep Beep' the driving bunny, 'Roary' the dinosaur, and 'Mr. Hugglesworth' the robot.
While the anti-plastic initiative is currently only in the United Kingdom, the brand started its plan to expanded to North America next.
Trend Themes
1. Anti-plastic Toy Campaigns - Disruptive innovation opportunity: Creating campaigns that encourage consumers to repurpose old plastic toys for new products, promoting sustainability and reducing waste.
2. Melting Down Plastic Toys - Disruptive innovation opportunity: Developing processes to melt down plastic toys and transform them into usable products or materials.
3. Expanding Anti-plastic Initiatives - Disruptive innovation opportunity: Implementing anti-plastic campaigns in more countries and regions to raise awareness and drive change on a global scale.
Industry Implications
1. Fast Food - Disruptive innovation opportunity: Introducing sustainable practices and initiatives, such as repurposing plastic toys, to reduce plastic waste in the fast-food industry.
2. Toy Manufacturing - Disruptive innovation opportunity: Adopting sustainable manufacturing practices and exploring ways to repurpose or recycle plastic toys to mitigate environmental impact.
3. Advertising and Marketing - Disruptive innovation opportunity: Creating innovative and impactful advertising campaigns to promote sustainability and eco-friendly practices in the advertising and marketing industry.
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