McDonald’s UAE Celebrates the Good Behind Each Meal with 'The Good You Don’t Order'

For over 30 years, McDonald’s UAE has been creating meaningful change behind the counter. Now, with its platform 'The Good You Don’t Order,' the brand has turned the spotlight on the good that some may not know about.

At the heart of this platform launch is a campaign with an inventive take on the cultural classic, 'Old MacDonald Had a Farm.' Reimagined as a modern tune, the iconic song takes on fresh meaning, celebrating McDonald’s UAE’s positive impact behind the scenes. But it isn’t just a song about how the brand sources its ingredients from farms - it’s a story about how every meal supports a menu of something greater. From converting used cooking oil into biodiesel for its delivery fleet, to creating youth sports programs with the McDonald’s Junior Sports Academy. All told in a way that’s fun, memorable, and engaging. Paired with a vibrant music video shot in Dubai, the work uses the universal language of music to connect with audiences and tell the brand’s story in an entirely new way.

“‘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.”

​Federico Fanti, regional chief creative officer at FP7 McCann, explained, “‘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.”

The brand has also put its people front and centre of the campaign, celebrating the team members behind the everyday experience. Employees across McDonald’s UAE restaurants volunteered to appear in the campaign video and out-of-home activations, bringing their own personalities, stories, and energy to the spotlight. Their participation not only reflects the diverse voices but also reinforces the brand’s belief that its impact starts behind the counter and is built by the people who show up, serve with passion, and connect with customers every day.

The campaign also shows up inside the restaurants in a small but meaningful way. Alongside the usual receipt, customers receive a second printed receipt highlighting some of the positive initiatives their order helps support, as a simple reminder that every visit contributes to something beyond the menu.

Blending music, storytelling, and out-of-home activations, the campaign thoughtfully reimagines every touchpoint to make The Good You Don’t Order platform visible and meaningful for customers.