McDonald’s Launches ‘Burger That Could Not Be’ To Help Farms Devastated By Fires
Image via McDonald’s Spain
Farms in Spain’s eastern province of Valencia perished last week in one of the nation’s most drastic fires of the year. The wildfire, which took out 47,000 acres of land, persisted for days and prompted the deployment of 35 aircraft.
McDonald’s in Spain is now commemorating farmers and ranchers—some of whom are integral to its supply chain—whose livelihoods have been devastated by the blaze by rolling out a symbolic burger and using the funds to give back to them.
For just €1, customers will be able to order the non-existent ‘Hamburger That Could Not Be’ from McDonald’s locations for the next three weeks. Instead of feeding patrons, this amount will be used to pay for some of the lost harvest of affected agriculture workers.
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The invisible menu item is being advertised in a charcoal-hued box—far from the cheery packaging that often greets customers. It comes stamped in the text ‘The Hamburger That Could Not Be’, along with the branding of Big Good, the humanitarian initiative run by McDonald’s Spain.
In addition to the €1 “burgers,” McDonald’s is donating a further €50,000 (US$49,700) to feed mill Cobadu as it continues “to be close to the Spanish countryside.”
“As a company, our duty is to be close to the communities we serve, and even more so in difficult times like this,” says McDonald’s Spain president Luis Quintiliano. “I also want to make an appeal to all our customers, and society, in general, to join this movement.”
[via McDonald’s Spain]
