McDonald’s ignores BK ‘peace burger,’ launches campaign to help refugees

The other companies backing the effort are Burger King, DreamWorks Animation, Facebook, Google, MasterCard, McCain Foods, OMD, Twitter, TBWA and United Airlines.

Five burger restaurants worked together to create a so-called Peace Day burger, given away for one day only Friday at a pop-up shop in Atlanta. No word yet on the burger’s calorie count, but the creation does include ham, bacon, a fried egg, and two patties in addition to other classic ingredients.

The above 30-second advertisement features a voiceover by Liam Neeson and does not mention any of the sponsors’ names.

To make this possible the partner businesses will donate their own media in 38 countries to the campaign; including a social media push carrying the hashtag #PeaceDay to spread awareness as widely as possible. The spot concludes by calling on viewers to donate at WFP.org/peace.

For its part, Burger King doesn’t seem to be too bitter about having its McWhopper proposal rejected by McDonald’s. “Food assistance plays a major role in helping millions of displaced families and, ultimately, stabilizing fragile regions around the world”, said Carolyn Khiu, director, Corporate Communications, eCommerce & Customer Relations at McDonald’s. The partnership was announced Sunday, a day before worldwide Day of Peace, September 21.

The World Food Programme plans to use funds from this campaign to support its emergency response fund, including those affected by the current situation in and around Syria, Iraq, South Sudan and Yemen.

Instead of collaborating with Burger King, McDonald’s reached out to the United Nations and the WFP to see how it could help in the global refugee crisis, described as the most severe since World War II. “And this global effort is a powerful example of brands coming together with one voice to make a tangible impact in the lives of vulnerable people”.