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Following a summer in where Spain saw some of the worst fires in its history, McDonald’s released a symbolic burger to highlight the issue with a campaign that aims to raise funds to support the restaurant chain’s farming partners in the afflicted country.
With “The Burger That Could Not Be,” a three-week campaign devised by TBWA\Spain, the fast-food brand supports Spanish farmers, who have seen their harvests affected by recent weather, by allowing customers to purchase a virtual burger through a donation at digital kiosks.
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