CampaignsCase Studies

McDonald’s Egypt Misspellings Spark Viral Campaign

Egyptians mocked McDonald’s on social media platforms over misspelled Arabic words seen on donation boxes for Ezbet Khairallah’s education development project.

The fast food giant made those intentional spelling mistakes to spark interest and raise awareness about the cause.

Launched two weeks ago, the CSR campaign initially failed to attract attention. The Arabic misspellings helped McDonald’s grab people’s attention, provoking them to interact with the brand online and post sarcastic comments about the irony of misspelling words in a campaign raising money for education.

McDonald’s Misspellings Explained

McDonald’s consistently replied to people’s mockery with the following message, “Disturbed by the spelling mistakes? You have the right to, but not everyone has the same education chance. Watch the video to know more.”

Ezbet Khairallah Project

McDonald’s joined forces with Kheir Wa Barka NGO to renovate Egyptian public schools and nurseries, donating a percentage of its Happy Meal sales for the massive CSR project.


  • Client: McDonald’s Egypt
  • Creative agency: FP7/CAI
  • Digital agency: Digital Republic

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