Media: Web

In Canada, McDonald’s feeds nearly 3 million people a day. They also employee 80,000 Canadians from coast to coast. However, in today’s world of technology where people can get information and misinformation from a wide array of sources, trust in brands is at an all-time low. This was an issue for McDonald’s CA and one that they wanted to face head on.

To help with this challenge, I was happy to jump on board as a freelance Creative Director, with a young and hungry Canadian marketing start-up who was hired to help McDonald’s CA help solve this problem.

We came up with a campaign handle called “Behind the Arches” that was meant to convey McDonald’s dedication to transparency. It also built off of the success of a campaign that was already running called “Our Food, Your Questions.”

We produced a robust website that started with a pledge to, and social contract with, the general public to strengthen their trust and become a restaurant they can count on. The pledge made it clear that it was McDonald’s time to work even harder to improve their food and supply chain and to become truly transparent by empowering the people with information.

We also put together some outdoor and in-restaurant marketing.