McDonald’s – Nothing to Hide
Agency name: TBWAClient name: McDonald’sCategory: Retail or Trade Marketing
BACKGROUND
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...