It all started with a very big challenge... ‘Change the way the world feels about eating McDonald’s food!’ Our priority was moving a negative mindset, driven by adverse publicity to one that was positive and based upon the truth.
Central to the brand story we created a simple strategy to ‘Celebrate’ the things that people love about McDonald’s and ‘Reassure’ consumers with the origins and quality of the ingredients that make their McDonald’s.
We used packaging as valuable brand media, held in the hands of 58 million customers each day.
1520 pieces of packaging across 118 countries worldwide, the brand delivered into the hands of 58 million customers a day!
The largest packaging project in the world?