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Brief Published: 26 Jan 2021

McDonald’s ‘Big Good’ Burger Helps Spanish Farmers

McDonald's in Spain has created a new hamburger called Big Good, intended to help the country’s agricultural sector overcome pandemic-fuelled financial hardship. On sale in McDonald's locations throughout Spain, the burger uses ingredients such as beef, tomatoes, lettuce and cheese sourced from Spanish livestock and agricultural producers whose livelihoods have been badly dented by the outbreak.

It’s hoped that Spanish consumers will view the initiative as positive and helpful. "Currently, it's more important than ever that brands are close to society and act [with] purpose?,” said McDonald’s Spain’s chief marketing officer Natalia Echeverría. “With Big Good, we have highlighted McDonald's commitment to the local economy and our support for the primary sector. It is something that we have been doing for many years, but which we now want to reinforce, by helping more than 2,000 producers reactivate their economy and deal with the crisis caused by Covid-19."

In collaboration with creative agency TBWA\Spain, the brand is running a campaign alongside the launch, including ads for television, out-of-home, radio, digital and social media. It has also produced a documentary that profiles farmers and producers who are supplying Big Good ingredients, available on McDonald's YouTube channel in Spain, on the project's webpage BigGood.es, and on Vimeo.

For more on how brands must be seen to be making positive contributions to society at this difficult time, see Tesco Helps Families Reduce Waste, Beyond Meat Launches Sustainable Education Programme, and How Alcohol Brands are Helping Hospitality. Meanwhile, Post-Covid Packaging for Amplified Categories & Causes illustrates how packaging can be used to disseminate positive and important messages.