In order to raise awareness around Ronald McDonald House Charities in Spain we created a new hamburger by changing the Big Mac – the most famous burger in the world - for the first time in history. We replaced its traditional shape for a brand new heart shape.

Additionally, we designed its own visual identity and naming (Big Heart) and we donated all its sales to the Ronald McDonald House Charities.

The launch date was set on November 20th, coinciding with Universal Children’s Day. For one day only we would give McDonald’s clients the chance to eat the new burger, thus helping to raise funds for the Ronald McDonald House Charities.

In order to spread the word as widely as possible we created print media pieces such as posters, tablecloths, leaflets and aprons featuring the new Big Heart’s visual identity. They were posted the week prior to the ‘D-Day’ in McDonald’s restaurants all over Spain to promote the action.

We also launched a nationwide PR campaign in digital and print media announcing the event.

For the first time in McDonald’s history we managed to change the brand’s most famous burger, the Big Mac, for a charitable cause.

Thanks to the PR campaign, more than a 15 million people heard about the Big Heart, a 71% increase over previous social campaigns. Earned media was also increased by a 87%.

But most importantly, McDonald’s clients proved they had a big heart. Thanks to them we managed to break a charitable fundraising record for the brand, raising more than 295.000€ in only one day.