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 on the bottom line. This paper sets out to rectify that, outlining the relentless focus McDonald's has placed on rebuilding trust over the past decade. Our journey sees us building cognitive trust in phase 1, developing affective trust in phase 2, and finally finding an optimal balance for communications in phase 3. We will prove how this relentless focus has nearly doubled...

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