McDonald's: Eatqual – one bite closer to equality

McDonald's, a fast-food chain, launched a campaign in India to reach the disabled community by creating new burger packaging that would drastically change how they experienced a burger.

The communication goal

For too long the narrative around disability has been around access rather than experience.

Biting into a burger with two hands is something we all take for granted, until we realize it's a privilege - most disabled avoid eating out as they are embarrassed about needing help.

Rewriting the narrative of inclusivity in India through McDonald's - from access to experience, from tokenism to action.

The situation analysis

  • Disability is an invisible problem in India, with most companies and even the government just doing the bare minimum without understanding the disabled experience.
  • Many of the disabled individuals...

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