Amsterdam creative agency Etcetera grills everything in “#GrillTheWorst” campaign for Burger King

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

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