Fast food chains have a lot to answer for when it comes to the making and unnecessary use of packaging and plastic. With each Happy Meal or King Meal (pick your player), there comes the little toy that only holds attention for so long.
Similar to Woolworths’ Ooshies, the toys only have a limited use, causing environmentalists and a percentage of consumers in general to call these big companies out for their unnecessary contribution to waste.
In the UK, Burger King is trying to combat the amount of plastics in the environment by introducing a new initiative called ‘The Meltdown’.
Encouraging kids to return their toys to Burger King restaurants once they are done with them, over 500 plastic toy amnesty bins are being installed across UK stores.
Until the end of the month, if a child returns a toy (can be a McDonald’s toy too) to a Burger King store, they can receive a free Junior King Meal, a special Meltdown crown and stickers.
The campaign has been launched with digital designers Jones Knowles Ritchie, to connect with their younger crowd.
“We needed to create a campaign identity that was as big and bold as the toys we would be collecting,” a press release read. “Originally [it] felt strange to create something we knew we would ultimately melt. This is a huge step for kids’ meals of the future and we hope the campaign will encourage kids, parents, and even Burger King’s competitors to join the meltdown.”
‘The Meltdown’
