In September 2019, Burger King UK turned up the heat on the fast food industry when it announced it would be removing plastic toys from its kids’ meals and melting them down, for good. The resulting launch film saw a cast of melting characters call upon the public to donate their unwanted toys via instore amnesty bins so they could be recycled and turned into play areas and more. The Meltdown saved 320 tonnes of plastic, delivered 9bn media impressions and prompted the competition to follow suit. It also made recycling feel fun and impactful for BK’s youngest customers.
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