McDonald's - Show me more and I will trust you more

Tania Forester

By 2006, McDonald's UK was facing a real threat to its reputation. Its relationship with mothers – a key target audience – was faltering and the press was using McDondald's as a shorthand example of all that was worong about fast food and the nation's diet.

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...

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