Burger King out a new lower-calorie french fry option with a social media campaign at the Santa Monica Pier on Tuesday, September 24, 2013. The world's No. 2 hamburger chain launched a new crinkle-cut french fry with about 20 percent fewer calories than the restaurant's regular fries. To spark anticipation for the launch, Burger King kicked off a social media campaign using the hashtag #WTFF, which stands for "What The French Fry." The company installed a giant 8-foot french fry at the Santa Monica Pier encouraging passersby to post photos with the fries on social media.