McDonald's: Big enough to make a difference

McDonald's, a fast food chain, launched the 'Big Enough to Make a Difference' campaign in Sweden to encourage consumers to return to its restaurants.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sEntrant company: Nord DDB, StockholmMedia: OMD, StockholmPR: Prime Weber Shandwick, StockholmMarket: SwedenSector: Restaurants & takeawaysMedia channels: Gaming & in-game advertising, Mobile & apps, Online video, Outdoor, out-of-home, Print- general, unspecified, Public relations, Social media, Sponsorship - sports, Television, Virtual & augmented reality, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

How do you regain the trust of people who think you are a big, capitalistic, burger company with no human warmth? Make them reconsider what you...

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