Following its rejection of the McWhopper, McDonald’s has partnered with a number of brands, including rival Burger King, to highlight International Peace Day, a day of nonviolence observed by the United Nations.
To draw attention to the day, which takes place Monday, McDonald’s created an ad campaign aimed to build awareness of world hunger and refugee issues, as well as to raise funds in support of the U.N.’s World Food Programme. In addition to Burger King, brands such as McCain Foods, Cargill, Google, Facebook and Twitter are contributing to the collaborative effort.
McDonald’s said it is airing the “Stop Hunger. Start Peace” ad spot, which contains no McDonald’s branding, in nearly 40 countries.
Burger King made its original Peace Day proposal to McDonald’s late last month with full-page newspaper ads and a microsite that generated a great deal of press coverage. Its plan was to open a pop-up restaurant in Atlanta featuring the McWhopper, a burger incorporating six ingredients from the Whopper and six from the Big Mac.
McDonald’s declined to participate in the stunt, suggesting that the chains collaborate on a larger effort to promote world peace instead.
Burger King subsequently teamed up with Denny’s, Wayback Burgers, Krystal and Giraffas to create a mash-up Peace Day Burger.