McDonald's France: McDonald's – Brand Trust Platform

Christophe Neyret, Margaux Wanin, Charlotte Delpon

QSR brand McDonald's grew brand trust among young audiences in France with a 360-degree platform that focused on the sustainability and environmental credentials of its food chain.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: TBWA\ ParisIdea creation: TBWA Paris Market: France Sector: Restaurants & takeaways Media channels: Online video, Outdoor, Out-of-home Budget: Over 20 million

Executive summary

More than just a campaign, a full communication system that helped McDonald’s France significantly improve its brand trust by leveraging the power of local communities.

Market background & objectives

Market background

French people have a love-hate relationship with the most American of global brands.

Indeed, turning this American fast-food chain into one...

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