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
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
French people have a love-hate relationship with the most American of global brands.
Indeed, turning this American fast-food chain into one...