McDonald’s - Eat smart be active

It was a case of think local and go global for McDonald’s “Eat Smart, Be Active” programme. This initiative was developed by DDB New Zealand to address specific issues for McDonald’s in the New Zealand market, and has been adopted by McDonald’s internationally as the umbrella for positive change.

Eat Smart Be Active

Agency: DDB New Zealand  Advertiser: McDonald'sAwards: Corporate Reputation/Image & Retail/Etail  (Gold) and Best in Show

Marketing Challenge

By late 2002, McDonald's was facing a sea-change in consumer attitudes to food, especially the food served in the Quick Service Restaurant category.

This mood change was led by opinion leaders: government, medical professionals and journalists. As part of a broader attack on food quality, these opinion leaders were singling out Quick Service Restaurants (QSR's) as a target for action and McDonald's in particular,...

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