We decided to emphasise McDonald's accurate selection in the choice of each ingredient. In order to do this we created three leaflets highlighting McDonald's most popular burgers: the Big Mac, the McChicken and the McRoyal Deluxe. The leafltes were shaped as the burgers and each page represented an ingredient in the recipe. For each ingredient there was an explanation of its origins and qualities.

This operation contributed to the increase in the perception of the brand's quality and transparency.