After snubbing Burger King's offer of creating a 'McWhopper' burger for International Day of Peace, McDonald's has tied up with other brands to build awareness for the UN's World Food Programme.
The fast food chain, alongside Google, TBWA, OMD, Dreamworks Animation, McCain, United Airlines, Facebook, Twitter Burger King and Mastercard, has created an ad campaign to support the charity on International Day of Peace.
The 30 second TV ad called Symbols, voiced by Liam Neeson, will be shared via donated media on television and digital placements – including McDonald's Facebook page – in nearly 40 countries around the global. The creative for the campaign was developed by TBWA using funds provided by McDonald's.
World Food Programme director of private sector partnerships Jay Aldous said that all funds raised from the effort will be used to support the organisation’s critical operation in areas including Syria, Iraq, souther Sudan and Yemen.
“The private sector has a significant role to play in ending hunger and promoting peace,” Aldous said.
“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.”
In a statement, McDonald's CEO Steve Easterbrook said the ad highlights the connection between war and hunger and aims to build donations to the World Food Program.
“Unfortunately, the need for help is growing every day,” Easterbrook said.
“Right now, 60 million refugees have been forced from their homes as a result of war and conflict, more people than at any time since World War II. In just the past few weeks, the world has seen hundreds of thousands more people displaced.
“Half of the refugees are children and all of them struggle daily with hunger.”
Mastercard and World Food Programme have been in partnership since 2012. Mastercard worldwide CEO and President Ajay Banga said the organisation believes “good partnerships can build great opportunities.
“Our partnership with the World Food Programme delivers against one of the most compelling visions, a world beyond hunger,” Banga said. “Together we will leverage MasterCard’s leading technology, innovation and expertise to empower communities and people around the world. Something we can all feel good about."
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