Campaign details
Advertiser: McDonald'sBrand: McDonald'sAgency: Apple Tree CommunicationsCountry: Spain
Starting point
Despite 35 years of relentless effort to convince the Spanish society that McDonald's is a trusted quality brand larger negative international issues always eclipsed any positive local news. This imbalance between 20% locally generated and locally relevant stories and 80% international 'crisis' news needed to be reversed if McDonald's was ever going to successfully position the company as a trustworthy brand.
Insight
There are many things Spaniards' are proud of, but there are few topics that spark such passionate defence of the...