Reclaiming the hearts of the British public to turn a
brand around and deliver over a decade of growth
A decade ago McDonald’s found itself in the eye of a perfect storm of libel suits, an ‘obesity epidemic’ and falling sales. After a decade of negative publicity, our work sought to re-tell the McDonalds story, focusing on rebuilding customer trust via myth-busting product truths
and showcasing the re-invigorated McDonald’s products and menu.
And we reminded consumers of the most relevant and best-loved aspects of their relationship with the brand: its democracy, ubiquity and favourite, iconic core menu items – elements that hadn’t featured in the brand’s communications for several years. Our work didn’t simply halt the sales decline; it is helping power the brand towards 45 consecutive quarters of consecutive growth. We are proud to have delivered increasing ROI over each of the last three years, despite considerable inflation in media costs.
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