Poland – Fast food giants McDonald's and Burger King are setting aside competition and joining forces for a worthy cause. In the unusual instance of inter-brand collaboration, Burger King is enticing its customers to buy food from McDonald’s to support the Ronald McDonald House Charities, which supports the families of sick children.

For one weekend in Poland, McDonald’s will donate one Polish zloty from every portion of fries sold to help unite children with their parents in hospitals around the world. To encourage people to support this cause, Burger King is offering its customers a free Whopper Junior if they purchase fries from its competitor. To redeem the burger, consumers can bring their McDonald's receipt to the nearest Burger King chain and receive a free burger.

By setting aside the fast food brands' long-standing rivalry to benefit a philanthropic cause, this is a clear example of Symbiosis Strategies in action, demonstrating how inter-brand collaboration can help boost the profiles of both companies.

As new Covid variants emerge, individual consumers are adapting their diets and wellbeing routines to protect themselves from illness and boost their immune systems. In Thailand alone, consumers are now spending 42% more money on health products and services, according to new research by Mintel.

Among other findings in the report, 46% of Thai consumers agree that diet plays the biggest role in overall health. In response to this, 70% of Thai consumers say they are aiming to achieve more balanced diets, prioritising food and drinks that boost wellbeing. Mintel notes that working women and seniors would be particularly receptive to tailor-made products such as functional beverages, vitamins and supplements.

By creating functional products for specific social groups, brands can cater for often overlooked audiences. Indeed, as Age Becomes the New Diversity Issue, companies have a chance to capitalise on the growing silver pound while championing the visibility of ageing demographics.