To Raise Funds for Farmers in Spain McDonald’s Creates ‘The Hamburger That Could Not Be’

The virtual burger sells for 1 euro, with all profits donated to struggling farmers in Spain who are recovering from wildfires over the summer.





Only 925 Productions

In an effort to help raise funds for farms destroyed in the wildfires that swept across Spain over the summer, McDonald’s Spain has launched the ‘Burger That Could Not Be’ (La hamburguesa-que no pudo ser).

The fast-food giant is also buying acres of fire-burnt harvest as part of an initiative by TBWA\Spain in response to massive fires in the eastern province of Valencia which destroyed the livelihood of many of the chain’s farming partners.

The virtual Burger That Could Not Be can be purchased with a donation of €1 at digital kiosks for three weeks with all funds raised going to Cobadu, the Spanish cooperative from León.


The campaign is being promoted by an emotional 90-second film directed by Rodrigo Cortés of Only 925 Productions.

“With this initiative, we’re looking to bring our brand purpose closer to society in a more tangible way,” stated Natalia Echeverria, chief marketing and digital officer for McDonald’s Spain.

“That is why we’ve decided to give all our support and our aid to the farmers affected by the fires, a key sector for both our society and economy.”


The campaign is part of McDonald’s Big Good project, which was launched at the beginning of Covid-19 as a long-term commitment to its producers.

“This is an act of solidarity full of magic and strong symbolism worthy of a brand like McDonald’s that demonstrates its commitment to the countryside with tangible actions,” said Juan García-Escudero, Chief Creative Officer at TBWA\Spain.

Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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