McDonald’s – Nothing to Hide

Agency name: TBWA
Client name: McDonald’s
Category: Retail or Trade Marketing


McDonald’s is proud of the way they operate in the kitchen, the obsession with procedures and details and the quality focus they have on the freshness of their ingredients and the origin of their beef.

However being the symbol of ‘fastfood’, McDonald’s is often considered as ‘evil’, and many people still do not believe the way McDonald’s operates and that its products are of high quality.

How to fight this negative prejudice?

Very rapidly we knew that we had to convey this message in a credible way by showing rather than telling. We knew that a classic campaign, just talking about quality, would not do the work.


As the perception of the quality of ‘fastfood’ is still quite negative, we measure on a yearly basis: