# Anti-Plastic Toy Campaigns Burger King is Fighting Single-Use Plastic with the Meltdown Campaign By Grace Mahas | Published 2019-09-19 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/the-meltdown References: [adweek](https://www.adweek.com/brand-marketing/burger-king-is-removing-plastic-toys-from-kids-meals-in-the-uk/) & [burgerking](https://www.burgerking.co.uk/meltdown) With the war on plastic in full swing, fast-food brand [Burger King UK](https://www.trendhunter.com/trends/reusable-fast-food-packaging) is setting itself apart with the launch of 'The Meltdown' campaign. The campaign asks that consumers bring in [old plastic toys](https://www.trendhunter.com/trends/happy-meal-collectibles) 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. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 65% | Activity: 94% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **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. - **Melting Down Plastic Toys:** Disruptive innovation opportunity: Developing processes to melt down plastic toys and transform them into usable products or materials. - **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. ### Sectors Adopting This - **Fast Food:** Disruptive innovation opportunity: Introducing sustainable practices and initiatives, such as repurposing plastic toys, to reduce plastic waste in the fast-food industry. - **Toy Manufacturing:** Disruptive innovation opportunity: Adopting sustainable manufacturing practices and exploring ways to repurpose or recycle plastic toys to mitigate environmental impact. - **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. ## Related on Trend Hunter - [Reusable Fast-Food Packages](https://www.trendhunter.com/trends/reusable-fast-food-packaging.md) - [Plant-Based QSR Campaigns](https://www.trendhunter.com/trends/confusing-times.md) - [Sustainable QSR Litter Adverts](https://www.trendhunter.com/trends/mcdonalds-malta.md) - [QSR Burger Chain Campaigns](https://www.trendhunter.com/trends/whopper-island.md) - [Glitchy Burger Campaigns](https://www.trendhunter.com/trends/burger-glitch.md) - [Grayscale Burger Restaurants](https://www.trendhunter.com/trends/burger-king-france-anti-bullying.md) - [Decluttering Toy Initiatives](https://www.trendhunter.com/trends/taptorebox.md) - [Sustainable Forest-Themed Kids Meals](https://www.trendhunter.com/trends/mcdonalds-happy-meals.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md)