The effects of the 2012 earthquake in Emilia Romagna region, in Italy, went far beyond the region.

It hit the local factories that produce parmigiano reggiano cheese: a vital resource for the country.

The damaged cheese rounds should be selled quickly, not to go to waste.

We at the agency wanted to support. So, we came up with an idea to help the local cheese-makers. And inspired one of our biggest clients to make it happen.

McDonald’s bought tons of damaged cheese forms.

And uses its resources to help package, distribute and sell local cheese.

We turned 440 restaurants into cheese shops.

We sold over 83,000 parmigiano pieces in just one month.

We turned 440 restaurants into cheese shops, to sell the damaged cheese Parmigiano rounds, in pieces.

We sold over 83,000 parmigiano pieces in just one month. All the McDonald's clients in Italy could give help to the Emilia Romagna cheese factories.

We launched the "Together for Reconstruction" campaign in all the Italian McDonald's restaurants. We aware McDonald's clients in Italy about the earthquake situation, asking them to give concrete help. McDonald’s bought tons of damaged cheese forms, and used its resources to help package, distribute and sell local cheese.

We turned 440 restaurants into cheese shops, to sell the damaged cheese, just a month after the disaster.