Corporate Meltdown: How Burger King Lit a Fire Under the Plastic Debate

Never one to shy away from bold promotion, Burger King UK turned up the heat on the fast food industry in Sept 2019 when it announced that it would not only stop giving away toys with its kids’ meals, but also melt down plastic meal toys for good (even those of its competitors). The resulting ‘Meltdown’ campaign garnered significant media attention with 9 billion impressions, saved 320 tonnes of plastic going to landfills and – most importantly – prompted similar sustainability efforts amongst the competition.