McDonald's Global Quality Packaging
Delivering into the hands of 60 million customers a day in 118 countries worldwide!
“This packaging endeavour is the largest, most complex, centrally–driven design challenge that McDonald's has faced. In the end, it's giving people another reason to be lovin' McDonald's.”
Matt Biespiel, Senior Director, Global Brand Strategy, McDonald's.
2. EXECUTIVE SUMMARY
McDonald's wanted us to:
Change consumer perceptions of McDonald's food by delivering the food quality story in a consistent and effective way, that would connect with 60 million customers a day in 118 countries.