On December 1 every year, McDonald's restaurants donate the proceeds of all the fries they serve to the Ronald McDonald Foundation. It’s such a cool idea that it’s even supported by…Burger King. In fact, on that date Burger King decided to offer a free Burger (the Whopper Junior) to every customer who showed up with its competitors’ fries. The initiative was greeted so warmly on social networks that other restaurants joined in, meaning extra cash for the foundation and a dash of good PR for those concerned. The activation recently won no less than three trophies at the Golden Drum.