Mcdonald's: Quality made in Spain

McDonald’s, the fast food chain, used PR, social media and events to improve perceptions of the company in Spain.

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...

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Insights Team
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