McDonald's: Scan to See What's Inside

Tahaab Rais, Dina El Dessouky, Yara Alem

QSR brand McDonald's adopted a "show, don’t tell" approach to improve its trust scores in the Gulf region.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: Leo BurnettIdea creation: Leo Burnett Dubai Market: Kuwait Sector: Restaurants & takeaways Media channels: Point-of-purchase, In-store, Websites & microsites, Online video, Social mediaBudget: No budget

Executive summary

McDonald’s had faced all kinds of questions about quality and freshness from its diners.

So, to improve its trust credentials in the GCC, McDonald’s welcomed diners into its kitchen to see for themselves, through curated unique QR code posters that were linked to TikTok videos, and featured McDonald’s...

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