McDonald's made the 'Big Good' burger to help COVID-stricken farms in Spain
Campaign from TBWA uses ingredients from regions most impacted by the pandemic
Dec 07, 2020
McDonald's Spain is highlighting farmers who have been impacted by the pandemic with the launch of a new burger.
The "Big Good" was created via agency TBWA/Spain using seven locally-sourced ingredients from livestock and agricultural producers from various regions throughout Spain that were affected by the COVID-19 crisis. According to a survey, 51% of large Spanish farmers say they have been impacted “a great deal” by COVID-19, and McDonald's says over 2000 producers will benefit from the sale of the burgers.
The ingredients consist of Extremaduran beef, from Toledo; semi-cured cheese made by Madrid-based company Entrepinares, created with cow's milk from Galicia, sheep’s milk from Castilla-La Mancha and goat’s milk from Madrid; Batavia lettuce from Navarra and Murcia; tomato and onion from Florette; bread with wheat flours, rye and spelt from Castile and León, Catalonia and Madrid, produced by Aryzta Bakeries Iberia and a Mediterranean sauce made with Andalusian olive oil and tomato from Las Vegas del Guadiana, made by Arteoliva.
The Big Good will be on sale in all McDonald's Spanish locations. It features in a 30-minute Vimeo documentary made by the agency, as well as in a TV commercial (seen here) and Out-of-Home campaign.