A world first in the truest sense of the word – because it drew the whole world’s attention to Germany. That’s why McDonald’s had to make the new burger particularly appetising for its franchise holders ahead of the upcoming “market meeting”.

The “Fast Slow Food” leaflet. 100% hand-made. With humorous illustrations and self-mocking headlines. Free from additives such as product photos and marketing insights. A leaflet that truly no one would have expected from McDonald’s of all people.

The “Fast Slow Food” leaflet. 100% hand-made. With humorous illustrations and self-mocking headlines. Free from additives such as product photos and marketing insights. A leaflet that truly no one would have expected from McDonald’s of all people.

So how do you best illustrate “organic”? And how can you best demonstrate McDonald’s awareness of how surprising and paradoxical people find a burger made from organic beef? With an idea that’s as untypical of McDonald’s as the “McB” itself.

For the first time in its history, McDonald’s offered an organic burger in 2015 in the shape of the “McB” bio burger. An organic burger? Well, not quite. But at least the beef is 100% organic.