Background and Challenges it Presented
Everyone loves a burger. Unfortunately, it takes two hands to bite into its delicious, juicy goodness. McDonald's was ready to launch a new packaging that would enable people with disability in movement to enjoy a burger from their restaurants like every other customer. Due to the pandemic, launching a product experience was not easy as media attention was on Covid-19. In fact, promotional campaigns were coming under fire and trolled. However, 'EatQual,' a packaging initiative from McDonald's could not wait because consumers were still ordering food online.
Objectives
- Introduce and amplify awareness of 'EatQual,' as...