National Hamburger Day takes place on Saturday, May 28th this year, and McDonald’s Canada is celebrating by “hacking” the hamburger menu. Pioneering digital philanthropy, McDonald’s, 500px, Scotiabank and The Weather Network will swap the traditional hamburger menu on their mobile website or app for a burger graphic. Every time the hamburger menus are clicked, 10 cents will be donated to Ronald McDonald House Charities (RMHC) Canada, creating their first ever hamburger menu charity drive - the Burger Swap.
Tribal Worldwide Canada provided each partner with a design kit of assets and documentation that made it seamless for each partner to integrate the burger menu into their platforms.
“We’re always looking for clever and relevant ways to support Ronald McDonald House Charities,” says Lionel Wong, creative director, Tribal Worldwide Canada. “The Burger Swap is a simple and smart idea that turns a ‘fake’ celebration into a rally for a great cause.”
Innovative brands interested in swapping their hamburger menus next year are encouraged to sign up, to be kept informed on the initiative’s evolution.
There are 15 Ronald McDonald Houses serving more than 20,000 families across Canada each year.
*The hamburger menu, or hamburger button, is a design element that’s most commonly found on mobile websites and apps. It conceals a drop down menu that helps users navigate the site. Conveniently, the three lines look a lot like a hamburger.