Fresh, crispy vegetables, fresh-squeezed juices and seasonal meals are not widely associated with McDonald’s. We had to change people’s perception and find an unexpected, new way of showing the freshness of McDonald’s offer.

The chalkboard menu showed McDonald’s offer from a completely new and unexpected perspective. It changed customers’ perception and helped to successfully launch new menu items.

The chalkboard menus showed McDonald’s from a completely new perspective. It involved McDonald’s crew as well as customers.