Sometimes an answer is so obvious that we simply fail to notice it. For half a century the Big Mac has existed, and for half a century we never thought to ask “Where’s the mac?”. No more. Kraft has launched a movement to add their Mac & Cheese onto McDonald’s most iconic burger.

Now, it is important to note that there is no formal partnership between Kraft and the world’s biggest fast food chain. That’s where the public comes into play. While Kraft has not formally secured any deal with McDonald’s, they need people to back their petition. The brand created a website called “Where’s the Mac” where visitors can automatically create a tweet directed at McDonald’s, demanding why their burger needs a helping of Mac & Cheese. The first visitors were given coupons for Kraft Mac & Cheese to temporarily satiate their desires.

It is moments like these that demonstrate the sheer power of a dedicated fanbase, an internet plea and how far brand loyalty will go.