Consumers Trade Recyclables for Burgers at McDonald's in Sweden

Campaign from DDB Stockholm targets young Swedes

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How do you get young people to care about recycling? Free burgers couldn't hurt.

DDB Stockholm and McDonald's collaborated on a campaign in Sweden which allows customers to pay for hamburgers, cheeseburgers and even Big Macs with recycled cans. Billboards placed around Stockholm announce the campaign with a roll of plastic bags that can be used to collect cans for recycling. Each bag also explains the custom pricing for the promotion: 10 cans nets you a hamburger or cheeseburger, while 40 will get you a Big Mac.

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