McDonald’s – Take a Closer Look

In 2006, McDonald's was facing a profound challenge, as cynics and non-believers still viewed its food with wariness and mistrust despite all it had been doing and saying in relation to the health, quality and nutrition of its products.

McDonald's – Take a Closer Look


Corporate Reputation/ImageDDB New Zealand LtdMcDonald'sTake a Closer Look


Selling burgers is easy. Selling McDonald's to a group of cynics and non-believers is a different proposition altogether.

In 2006 this was the situation McDonald's found itself in. No matter what it had been doing and saying over the previous years around its health, quality and nutrition initiatives, people were still viewing McDonald's food with wariness and mistrust. Nothing seemed to stick, sink in or sway public opinion in favour of a company that was trying to break...

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