Sweden experienced such a hot, dry summer this year, with no rain and wildfires, that the country imposed a barbecue ban.So, always on the eye out for a marketing opportunity, Burger King has responded by launching a "grill insurance" policy for next year.
The fast food chain is promising that, if BBQs are banned in 2019, "grillsurance" of 0.50 euros on each Whopper Meal entitles you to a free flame grilled burger for every day there is a ban from June to August. Buy the Whopper Meal and you get a code that you register online. The profit is donated to the Swedish Volunteer Fire Brigade, and Burger King is doubling the contribution that comes from its customers.
The campaign, by Stockholm agency INGO, will be available until September 11; check it out at the website, which informs you that tthe risk of a BBQ ban next summer is currently running at 21 per cent.