MADRID, Dec. 22, 2020 /PRNewswire/ -- McDonald's in
Spain has created a new hamburger
called Big Good, intended to help the Spanish agricultural sector
through the financial hardships created by Covid-19. Creative
agency TBWASpain partnered with McDonald's to launch the new
product, which is on sale now in McDonald's locations throughout
Spain.
Big Good is made of ingredients from local livestock and
agricultural producers from various regions throughout Spain —farmers and producers whose livelihoods
have been negatively impacted by the Covid-19 crisis. They have
joined together with the company's regular food supply chain to
create a network of more than 2,000 agricultural suppliers. With
this new menu item, McDonald's helping to re-ignite demand and
contribute to the economic recovery of the Spanish agricultural
sector.
Natalia Echeverría, CMO of McDonald's Spain said, "Currently, it's more
important than ever that brands are close to society and act on
their purpose. 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."
According to Juan García Escudero, CCO of TBWASpain, "Big Good
is the result of many months of working hand in hand with
McDonald's. It is an innovation, a launch, a quality campaign, a
CSR campaign, and a documentary film, but above all, it is a
tangible contribution of a great brand to the agricultural sector
during this complicated situation in which we are all living. I
think it is just what we need. We hope more brands step up and
offer real contributions to society through product and
action."
The International Monetary Fund (IMF) predicts that the Spanish
economy will shrink by 12.8% this year, the biggest
contraction in all advanced economies (source: El Pais).
Spanish farmers report being especially hard hit. In line with the
severity of the Spanish pandemic, 51% of large Spanish farmers say
they have been impacted "a great deal" by Covid-19 (source:
Ipsos/Mori Syngenta study).
With the launch of Big Good, McDonald's hopes to elevate the
visibility of the Spanish agricultural sector. To do so, they have
profiled the individual stories of some of the livestock and
agricultural producers who are supplying ingredients of Big Good in
a 30 minute documentary film, directed by Nacho Clemente and
produced by TBWASpain. The documentary can be viewed on McDonald's
YouTube channel in Spain, and on
the project's webpage, BigGood.es, among other platforms. A link to
the documentary with English subtitles can be viewed on Vimeo.
The documentary immerses the viewer in the creation of the
hamburger, from the origin of its ingredients until the final
product. During the journey, we see the concerns and hopes of those
local suppliers for whom Big Good has given an economic push. In
addition, we are invited to get an up-close look behind the scenes
of the offices of McDonald's Spain, accompanying the leaders of this
project as they brought it to life.
In addition to the documentary film, the campaign contains ads
for television, out-of-home, radio, digital and social media.
The Big Good burger includes seven locally sourced ingredients
such as xtremaduran 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.
Project Credits: McDonald's Big Good
- Agency: TBWAESPAÑA
- Client: McDonald's
- Product: Big Good
- Clients Contact: Natalia Echeverría, Rocío Holgado,
Fiona Balandin
- Chief Creative Officer: Juan García-Escudero
- Creative Directors: Javier Martínez y Pablo
Fernández
- Brand Leader:
Javier Villalba
- Account Manager: Dolores Sánchez
- Account Supervisor: Verónica Gómez
- Executive Account: Eva Fernández
- Strategist Planning: Jesús Fuertes, Sofía Santana
- Production Manager: Mari Luz
Chamizo
- Production Company: Only 925
- Executive Producer:
María Jesús Horcajuelo
- Director: Nacho Clemente
- DOP: Sergio de Uña
- Graphics Manager: Nuria Muñoz
- Product Photographer: Margaret
Stepien
- Portrait Photographer: Javier Tles
About TBWAWorldwide
TBWA is The Disruption® Company:
the cultural engine for 21st century business. Named one of the
World's Most Innovative Companies by Fast Company, we create
disruptive ideas that locate and involve brands in culture, giving
them a larger share of the future. Our collective has 11,300
creative minds across 275 offices in 95 countries and also includes
brands such as Auditoire, Digital Arts Network (DAN), eg+
worldwide, GMR, The Integer Group®, TBWAMedia Arts Lab,
TBWAWorldHealth and TRO. Global clients include adidas, Apple,
Gatorade, Henkel, Hilton Hotels, McDonald's, Nissan and Singapore
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Omnicom Group (NYSE: OMC).
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