McDonald's: How 10 years of building trust built the bottom line

McDonald's, a fast food chain, rebuilt trust in its brand in the UK by launching a series of TVCs that showed how its food contained no added ingredients.

Campaign details

Brand: McDonald'sAdvertiser: McDonald's Agency: Leo Burnett

Executive Summary

Trust is critical to business. Yet there is scant evidence, nor a single paper in the IPA databank, demonstrating the effect of trust-focused communications...

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