Everyone loves a burger. But not everyone is able to enjoy one. Millions of people around the world, with limited hand mobility, can’t eat a burger the way others can. With two able hands. Their favourite burger often strips them of their dignity and self-reliance. McDonald’s as a brand has always stood for equality and inclusivity. We partnered with NGOs and disability experts to create a case called EatQual. A specially designed hexagonal packaging locks the burger and its contents into the package so that our disabled customers can enjoy it with one hand. The materials used was same as the existing packs – i.e. low cost, food grade paper; ensuring we are able to serve our customers. We launched our full-fledged campaign with a digital post on 3rd December 2020, ‘International Day of Disabled Persons’. We followed it with a film, that featured a real-life electrocution survivor with limited hand mobility. Print, social media, radio, instore communication drove home the message of EatQual. We also invited NGOs to our store to sample the case. With a small change in our packaging design, we made burger-eating equal for all.