McDonald's and Burger
King are fighting a marketing battle.
Last month Burger
King proposed in an advertising campaign that the two burger makers get
together to make a "McWhopper" (a cross between the Big Mac and
Whopper) at a pop-up store to promote Peace Day.
McDonald's CEO
Steve Easterbrook declined the invitation and suggested in an open-letter that
the Burger King proposal wasn't very substantive.
Burger King
subsequently teamed up with the chain restaurants Denny's, Krystal and
Giraffas, and announced they will give out 1,500 burgers at an Atlanta pop-up
restaurant on Monday.
McDonald's
officials approached the UN to find out what they could do to be helpful. U.N.
officials asked them to raise awareness of the refugee crisis and encourage
people to donate to the WFP.
"If anyone
can help an international effort to help feed refugees and the fight against
hunger, it's us," Easterbrook said in a statement on Sunday.
McDonald's
commissioned one of the advertising agencies they work with to produce the ad,
which is called "Symbols." The ad will air in 38 countries and be
promoted on digital platforms.
Easterbrook also
approached several major corporations to join the effort and DreamWorks
Animation, Facebook, United Airlines, Cargill and MasterCard, all agreed.
DreamWorks Animation secured actor Liam Neeson to record the commercial
voiceover. The ad does not mention McDonald's or any of the other corporations
that paid for it.
The WFP said
donations generated from the campaign will be used for its emergency response
fund and will help refugees in Syria, Iraq, South Sudan and Yemen. The agency
is in the midst of battling the greatest refugees crisis since World War II.
"The private
sector has a significant role to play in ending hunger and promoting
peace," Jay Aldous, WFP Director of Private Sector Partnerships, 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."
Burger King
applauded McDonald's decision for launching the ad campaign on behalf of the
WFP.
"Any peace
related activity McDonald’s undertakes, whether in partnership with Burger King
or on their own, is great, as it will raise further awareness for Peace
Day," Burger King said in a statement.
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