For the past year, McDonald's restaurants across Sweden have been keeping hives on their roofs to attract bees.
It's a move in a new direction for the fast food restaurant who've often been condemned for bad practice and adding to the obesity problem.
The campaign, led by NORD DDB, is creating quite a buzz.
"It started out locally but is now growing," a NORD DDB spokesperson said.
Christoffer Rönnblad, Marketing Director for McDonald's Sweden adds, “We have a lot of really devoted franchisees who contribute to our sustainability work, and it feels good that we can use our size to amplify such a great idea as beehives on the rooftops."
Do you want a burger, honey?
Although it's uncertain whether McDonald's plan to use the honey in their products, the McHive has drive-thru windows and al fresco seating – perfect for busy bees.
Designed by Nicklass Nilson, one of the hives has been auctioned off and raised $10,000 for the Ronald McDonald House charity.
McDonald's and the environment
Sustainability might not be a phrase you associate with the Golden Arches but it seems the global fast food company are taking their position seriously.
A report on the McDonald's Australia website it says "More and more we are working with experts, environmental organisations and government agencies to learn from them, offer our support and build cooperative relationships."
"In 2010 we signed up to the Sustainability Advantage program run by the NSW Department of Environment, Climate Change and Water to assist us in improving our sustainability initiatives."
Sweden, it seems has gone with beehives.
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