Corporate Responsibility is a crucial component of the company policy of our client, McDonald’s. Unfortunately, this is not the case for the majority of most franchise-owners. In order to bring the topic of CR closer to the mainly sales-driven franchisees without boring them, we developed the McDonald's Burger Report. A CR report, in which the contents were linked closer to the very heart of the business: the burgers. Easy-to-understand burger diagrams of the restaurant’s key facts, printed on our packaging and distributed to our most important partners.