McDonald's: Our Food. Your Questions
Agency: Tribal worldwide, a division of DDBClient: McDonald's Canada
Section I — Basic information
Business Results Period (Consecutive Months): July 1, 2012 – December 31, 2012
Start of Advertising/Communication Effort: May 28, 2012
Base Period as a Benchmark: January 1, 2011 - June 30, 2012
Section II — Situation analysis
a) Overall assessment
A conversation McDonald's wasn't taking part in.
With consumers and media more knowledgeable about methods of food production, a critical new battleground for the Quick Service Restaurant (QSR) industry had emerged around "perceptions of food quality."...