"We love the intention, but think our two brands could do something bigger to make a difference."
That was the rather chilly response by McDonald's to Burger King's cheeky McWhopper proposal for Peace One Day.
But it turns out they actually meant it:
According to Burger Business, McDonald’s was the key impetus behind this global initiative to provide food assistance to refugees and other displaced people by the United Nations’ World Food Programme (WFP) food-assistance wing.
McDonald’s funded this 30-second TV spot, by their agency TBWA. Liam Neeson is the VO.
The objective, according to McDonald's, is to "raise awareness of the refugee crisis; and encourage people to donate to the WFP to make a tangible difference.”
Other participants in the program are McCain Foods, Cargill, DreamWorks Animation, Facebook, MasterCard, OMD, Twitter, United Airlines... and Burger King.
Hunger is a root cause of human conflict, because people will do anything to ensure that they and their families can survive. In turn, conflict causes food insecurity, as crops are destroyed, farmers are displaced, and field-to-fork infrastructure is disrupted.
On a 2014 visit to Turkey, Pope Francis summarized the idea that the "war on terrorism" starts with fighting poverty and hunger in at-risk regions: "What is required is a concerted commitment on the part of all ... [to] enable resources to be directed, not to weaponry, but to the other noble battles worthy of man: the fight against hunger and sickness."