Under the umbrella of the Big Good project, McDonald's platform to support the Spanish countryside, comes "An order worth waiting for". A campaign developed by TBWA/Spain, which seeks to show the time it takes to grow the ingredients of their products, as well as the effort of farmers and livestock breeders to produce them. In this way, the consumer is introduced for the first time to the process of production and growth of the ingredients and all the work required to make a McDonald's order possible.
The company once again shows its commitment to the local suppliers involved in the supply chain, whose months of work and care make it possible to quickly serve slowly produced quality products in McDonald’s restaurants every day.
This special order can be placed for three weeks, until June 19, and will be delivered in the first weeks of December. In other words, it will take as long to prepare as the time farmers and livestock breeders spend in producing their ingredients. With this order, you can track the entire cultivation and growth process of the ingredients that make up the Big Mac, McRoyal Deluxe and Quarter Pounder, and McFlurry ice cream.
Detailed tracking of the order ingredients
By placing this order through the website www.elpedidomasesperado.com or the app (not available at the moment), the consumer can register and track the monthly progress of each of the main ingredients in their menu. They will receive a monthly newsletter that includes the story behind each ingredient and access videos featuring the suppliers' testimonies, learning about their stories and discovering all the daily work that goes into the products that reach McDonald's restaurants.
In this way, they will learn the cultivation time required for these ingredients to travel from their origin to the restaurant tables: lettuce, which takes around 80 days to grow for summer harvesting, tomatoes around 100 days, onions over 200 days, wheat 140 days for harvesting, and a cow that can produce milk after 2 years of growth. A long process where care and attention are fundamental to their production.
The launch campaign, developed by TBWA\Spain, includes three TV executions, digital, social media, outdoor, radio, display and point of sale.
This professional campaign titled 'An order worth waiting for' was published in Spain in June, 2023. It was created for the brand: McDonald's, by ad agency: TBWA/Spain. This Experiential and Integrated media campaign is related to the Food industry and contains 1 media asset. It was submitted 4 months ago.
Agency: TBWA\ Spain
Product: Commitment and quality
Campaign: An order worth waiting for
Client contact: Rocío Holgado, Fiona Balandín, Elisa Moreno García
Chief Creative Officer: Juan García Escudero
Creative directors: Héctor Alfonso, Agustín Ballerio, Javier Martínez, Pablo Fernández
Strategy team: Jesús Fuertes
Account team: Alfredo González, Dolores Sánchez, Ana Garrido
Social media team: Raquel Escribano, María Arévalo
Agency producer: Mariluz Chamizo
Photographer: Javier Tles
Production company: Pueblo Films
Producer: Toni Martínez and Vanesa San Millán
Film director: Andrés Salmoyraghi
Campaign pieces: Content, Web, TV, Social Media, OOH, Video Online, Radio, Digital, Point of Sale.