McDonald's Spain: Big Good. A burger created to help

McDonald´s presents Big Good, a hamburger intended to help the agricultural sector face the crisis provoked by COVID-19. The creative agency TBWASpain has taken part in this process of co-creation together with the brand to launch this new product.Big Good was created by the union of local livestock and agricultural producers from various regions throughout Spain who were affected by the COVID-19 crisis. They have joined together with the company’s regular food supply chain to create a team of more than 2,000 agricultural suppliers. Big Good was born from the need to support this sector, helping to reactivate their demand and contribute to their economic recuperation.

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 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, all managed by 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.

With the launch of Big Good, McDonald´s hopes to contribute to the visibility of the Spanish primary sector. To do so, they have given a voice to the individual stories of each producer, livestock or agricultural, who supplies an ingredient of Big Good. The 30 minutes documentary film is directed by Nacho Clemente and produced by the creative agency TBWASpain. The documentary can be viewed on McDonald’s YouTube channel in Spain, and on the project´s webpage, BigGood.es, among other platforms.

The documentary submerges us in the creation of the hamburger, from the origin of its ingredients until the final product. During the journey, we find

the testimonies, 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 at never-before-seen processes, going behind the scenes of the offices of McDonald´s Spain and accompanying the leaders of this project on their day to day.

In addition to the documentary film, the campaign contains audiovisual pieces for television, OOH, radio, digital, social media and internet.

The Big Good burger is available in all Spanish McDonald’s locations.