McDonald's – Show me more and I will trust you more
Planned by: Tania ForesterAgency: TBWA\London
INTRODUCTION
It was clear in early 2006 that McDonald's UK had a real relationship issue on its hands. Its 'brand buzz' was more negative than a High Street bank.1 A consumer survey indicated that only three brands were more disliked.2And this wasn't just a case of gastro-pub snobbery amongst those who hadn't set foot in a fast food restaurant in years. Frequency data indicated that the company's most important relationship – with mums and kids – was...