Situation

McDonald’s has always been known for taste and speed – two essentials for keeping kids happy. But a generation of moms is looking for more; they want to know that what’s handed across the drive-through window is nutritious, safe and high-quality. Fortunately that’s something McDonald’s is already delivering – we just help moms discover it.

Objective

Change the perception about McDonald’s food quality among moms.

Approach

When it comes to quality, transparency trumps all. So, we invite real moms for a “behind-the-arches” look at what goes into McDonald’s hamburgers and more. Plus, we develop a series of messages about quality – authenticated by McDonald’s own employees and suppliers through a comprehensive discovery process.

Results

Grassroots engagement and meaningful messaging amplify McDonald’s food quality story.

111M media impressions, including coverage in most Tier 1 media outlets. 24,000 followers opt in to learn more about McDonald's food quality as a result of the campaign. 14,000 U.S. McDonald's restaurants adopt the messaging to change local conversations about quality.