McDonald's: EatQual 3.0

McDonald's, a fast food restaurant brand, launched the EatQual film which championed the story of a differently abled girl who fearlessly carved her own path to enhance brand scores, increase the adoption of EatQual packs and improve brand share of voice.

Campaign details

Brand: McDonald'sAgency: DDB MUDRA GROUPRegion: APAC

Strategy

Objective

Our goal was to build on our narrative of inclusive dining- from access to experience, from tokenism to action.

  • Enhance "favourite brand scores" by 2 points and increase the "Brand I trust" score by 2 points by implementing inclusive branding strategies that strengthen McDonald's democratic credentials, building upon the achievements of EatQual in 2021.
  • Enhance Spont Awareness Scores from 51pp to 55 pp i.e. a spike of 7.84%, indicating a higher level of awareness and recognition of the EatQual initiative among the target audience.
  • Increasing...

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