March 2014
Intermediate to advanced
272 pages
4h 37m
English
Mcdonald’s. Our food. Your Questions
Market
Canada
Descriptor
Using digital to combat negative perceptions and build trust.
The challenge
- To change the conversation from negative to positive for McDonald’s, to direct a bold campaign to face these misconceptions head on and use transparency to put any negative rumours to rest.
- The key objectives were to dramatically change consumer perceptions about McDonald’s food and to increase key food quality perception scores by 14 percentage points.
Target audience
Campaign targeted all age groups. All Canadian consumers were invited to ask any questions they might have about McDonald’s food.
Action
- McDonald’s Canada decided to give the public a backstage pass on how things work in the ...
