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.