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Burger King grills irrefutably awful things like crocs and clown masks

Burger King has again flouted its unique selling point, its flame-grilled burgers, in a Dutch ad campaign where it burns awful objects.

The #GrillTheWorst campaign comes from Amsterdam Creative Agency Etcetera and with it the firm looks to publicise its Grilled Dogs product.

The campaign strapline itself plays out as a cringe-inducing pun, 'worst' of course being a nod to a wurst which is a hot dog.

Tying into the psychology behind the new year clear out, where consumers in some markets adopt a 'new year, new me' mentality, to kick off 2018, Burger King wants to encourage Dutch diners to purge their worst things, like crocs, bad haircuts and clown masks (another jab at rival McDonald's). 

Tolga Büyükdoganay, creative director of Etcetera Amsterdam released a brief statement: “We are proud to start 2018 with the 'Worst' campaign.”

Vote for and watch the ad below in The Drum’s Creative Works.

Etcetera: Burger King '#GRILLTHEWORST.'

Agency: Etcetera
Client: Burger King
Date: January 2018
Cannes Lions’ Marketer of the Year 2017, BURGER KING®, has worked with Amsterdam creative agency Etcetera to launch a new campaign for their latest product release in the Netherlands in 2018: Grilled Dogs.  Those unacquainted with the Dutch language might miss the twist: the Dutch word for hot-dogs is ‘worst’. 
And 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 
Client: Burger King
Marketing team: Andrea D'Aloia, Madhav Kapur, Ana Mendes
Agency: Etcetera
Creative directors:  Tolga Büyükdoganay, Raymond van Schaik, Ben Imhoff, Wouter Voges
Strategy: Frank Huiberts, Margot Bouwman
Social strategy: Michael Nap
Design: Lynnet Wams, Michiel Koorstra
Account: Martin Stiemer
Agency Producer: Marc Elbers, Remko Esser, Anne Verdaasdonk
Production Company:    Vigics
Director: Dwight Groot
Producer:  Sophie Victorine
Production Manager: Lisanne van Steen
DOP: Jorne Tielemans
Focus Puller: Eli van Cleef
Gaffer: Berend Holtkamp
Art Director: Klaas Wijnberg
Set dresser:  Marten Hoekstra
Fire-expert: Arjan van Drunen
Photography: Kaj van Geel
Edit: Vigics
Grading: Rik Mahieu @ Baseline
Sound Design:  Sjoerd Kats
Composition: Daan Jansen
PR: Jessica Hartley, Patricia Bruens
Tags: Europe

This post first appeared on How To Organize Small Kitchen, please read the originial post: here

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Burger King grills irrefutably awful things like crocs and clown masks


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