McDonald's - Myth Busting McDonald's Style

Leif Stromnes

This is a story of how planning helped McDonald's talk about a very sensitive and emotional issue, the quality of their food, in a credible and engaging way.
Agency: DDB SydneyAuthor: Leif Stromnes

McDonald's – Mvth Busting McDonald's Style

THE BRIEF FROM HELL?

Once in every advertising man's life, a spectacularly thorny assignment comes along. This assignment normally has the ability to confer immediate greatness upon the agency due to the difficulty of the task, or complete ignominy as it all goes horribly wrong. Seldom do these sorts of briefs fall in between. This particular assignment was for McDonald's, and it involved the problematic issue of talking about the quality of McDonald's food.

Now McDonald's food is good food. Take the Big Mac as an...

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