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.

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, to sell the damaged cheese Parmigiano rounds, in pieces.

We aware all the mcDonald's clients in Italy about the earthquake situation, asking them to give a concrete help.

Italians bough over 83,000 parmigiano pieces in just one month, and the news bounced between national and international newspapers.

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