Loconomy Burgers

Client: McDonalds

As global food is trending towards the uniformity of taste, Korea’s native crops are disappearing at an alarming pace. With no buyers for native crops, Korean farmers have no choice but to destroy them.

McDonald’s created the Loconomy Burgers program, a long-term platform designed to save native crops that were dying out and rescue Korean agriculture and local economies. By purchasing native crops at risk from local farmers and transforming them into McDonald’s iconic burgers with a new crop from a different region every year, the program not only economically supported local farming communities but also established sustainable partnerships between McDonald’s and Korean farmers. Through storytelling that amplified farmers’ voices, songs, and cultural essences, the campaign fostered national pride and a deeper consumer connection. Its economic impact extended beyond just crop purchases, fostering sustainable growth and long-term profits for farming communities.