When Burgerking asked us to help them with the introduction of a flame grilled hotdog in the Netherlands we were very excited. 

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. We toke 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 for sausage is ‘worst’

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 fired up the grill and ceremonially set light to the ‘WORST’. In return they the people received a ticket for a free flame frilled hotdog. The campaign was 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.