Those unacquainted with the Dutch language might miss the twist: the Dutch word for hot-dogs is ‘worst’. As Burger King is known for flame-grilling since 1954, the campaign idea is #GRILLTHEWORST.
Psychological research shows that people everywhere have a clear need to start the new year afresh, and to do that they need to make space by getting rid of the stuff they don’t like – and don’t need.
Burger King takes this one step further by inviting people to make space for new experiences by grilling ‘the WORST’. Yes, correct: setting ‘the WORST’ things alight and flame-grilling them. Those unacquainted with the Dutch language might miss the twist: the Dutch word.
The #GRILLTHEWORST campaign asks everyone who has something they want to let go of – big or small – to join an activation event in Amsterdam on Monday 15 January, where a team of Burger King grill masters will fire up the grill and ceremonially set light to the ‘WORST’ of 2017.
The campaign is launched by an online video featuring a series of ‘WORST’ things hitting the grill and getting flamed. Pink plastic clogs, tax bills and other ‘worst’ items from the year take a hit on the grill.
Tolga Büyükdoganay, Creative Director, Etcetera Amsterdam: “We are proud to start 2018 with the WORST campaign.”