Dubai, UAE: McDonald’s UAE has launched a new brand platform, The Good You Don’t Order, aimed at highlighting the company’s social, community, and sustainability initiatives that operate beyond its food menu.
The platform debuts with a campaign that reimagines the familiar children’s song Old MacDonald Had a Farm, remixing it into a modern musical narrative that reflects McDonald’s UAE’s behind-the-scenes impact. The campaign marks a shift from product-led messaging to purpose-driven storytelling, focusing on how everyday customer orders contribute to broader social good.
Through music and film, the campaign showcases initiatives ranging from converting used cooking oil into biodiesel for McDonald’s delivery fleet to youth engagement through the McDonald’s Junior Sports Academy. The campaign film, shot in Dubai, uses music as a universal storytelling tool to communicate the brand’s role in sustainability, community building, and employee empowerment.
‘The Good You Don’t Order’ isn’t about sharing the good we do – it’s about celebrating our customers,” said Walid Fakih, CEO of McDonald’s UAE. “None of this would be possible without them. Every order they make helps support local communities, drive sustainability efforts, and empower our employees. This campaign is a way to say thank you, to highlight the meaningful impact they create with every meal, and to show how, together, we’re making a difference every day.”
The creative platform was developed by FP7 McCann, with the agency positioning the well-known song as a natural yet previously unexplored fit for the McDonald’s brand.
Federico Fanti, Regional Chief Creative Officer at FP7 McCann, said, “‘Old MacDonald Had a Farm’ is a song that feels destined for McDonald’s, yet it had never been part of the brand’s story – until now. With ‘The Good You Don’t Order’, we transformed this familiar melody into a platform for purpose. By weaving it into music, film, and in-restaurant experiences, we’ve captured the powerful, often unseen role McDonald’s UAE plays in everyday life in a way that’s relatable, impossible to ignore, and totally ownable by the brand.”
McDonald’s UAE employees also feature prominently in the campaign. Team members from across the brand’s restaurants volunteered to appear in the campaign film and out-of-home executions, reinforcing the message that the brand’s impact begins behind the counter.
The platform extends into McDonald’s UAE restaurants through a simple in-store execution: customers receive a second printed receipt alongside their purchase, highlighting the positive initiatives supported by their order.
The campaign spans music-led storytelling, film, in-restaurant touchpoints, and out-of-home activations, bringing The Good You Don’t Order platform to life across multiple consumer touchpoints.
