Big Good. A burger created to help
McDonald’s
Issue 58 | March 2021
Agency
TBWA\Spain
Creative Team
Chief Creative Officer Juan García-Escudero Creative Directors Javier Martínez, Pablo Fernández
Production Team
Production Manager Mari Luz Chamizo Production Company Only 925
Other Credits
Brand Leader Javier Villalba Account Supervisor Verónica Gómez Account Executive Eva Fernández Account Manager Dolores Sánchez Strategic Planners Jesús Fuertes, Sofía Santana Client Contacts Natalia Echeverría, Rocío Holgado, Fiona Balandin
Date
December 2020
Background
The International Monetary Fund (IMF) has predicted that the Spanish economy will shrink by 12.8% in 2021, the biggest contraction in all advanced economies.
Spanish farmers have been especially hard hit. 51% say they have been impacted “a great deal” by COVID-19.
Idea
McDonald’s created a new product, the Big Good, a hamburger made from locallysourced ingredients such as beef from Extremadura, cheese made with milk from Galicia, lettuce from Navarra, and a bun made with wheat flours, rye and spelt from Castile and León, Catalonia and Madrid.
The sauce was made with tomatoes from Las Vegas del Guadiana and oil from Andalusia.
Some 2,000 new agricultural suppliers were added to McDonald’s regular sources, helping those businesses survive.
At a time of crisis, this new product innovation went beyond corporate social responsibility and showed how brands could make real contributions to society through product and action.
As well as TV, OOH, Radio, Digital and social advertising supporting The Big Good, a 30-minute documentary about the farmers now helping provide its ingredients was hosted on McDonald’s YouTube channel and website.
Results
Unknown as yet.
Our Thoughts
According to market research company GWI, 43% of 16 to 24-year-olds say they are willing to pay a premium for a brand that has a positive impact on society, compared to 31% of 55 to 64-year-olds.
Meanwhile, Kantar reports that while 20% of millennials feel that brands should be “guiding change”, only 34% of the brands surveyed had any plans to “play an active role in supporting society.” So, bravo McDonald’s with a campaign that will surely do as much for short-term sales as well as building long-term affinity with a group of customers it hopes to keep for 50 years.
Brave marketing to take your flagship product and re-make it completely.