This aricle is published in partnership with Time.com. The original version can be found here.
By Mark Rivett-Carnac @mrivettcarnac
After snubbing an offer from longtime rival Burger King to create a hybrid “peace burger,” McDonald’s has instead announced it is supporting the U.N. World Food Programme’s response to the migrant crisis in Europe and the Middle East — a campaign that incidentally also includes Burger King.
McDonald’s has partnered with DreamWorks Animation, Google, Facebook, Twitter, Cargill, McCain Foods, MasterCard, Burger King and United Airlines to fund an advertising campaign that will generate donations for the WFP, reports USA Today.
“If anyone can help an international effort to help feed refugees and the fight against hunger, it’s us,” McDonald’s CEO Steve Easterbrook said in a statement on Sunday.
The above 30-second advertisement features a voiceover by Liam Neeson and does not mention any of the sponsors’ names. It will broadcast in 38 countries and online on Monday, the official U.N. International Day of Peace, using supporting partners’ social media channels.
McDonald’s had previously turned down Burger King’s invitation to raise money for the non-profit Peace One Day by creating a McWhopper — a combination of a Big Mac and a Whopper.
Burger King teamed up with restaurant chains Denny’s, Wayback Burgers, Krystal and Giraffas to produce a range of fusion burgers instead.