In 2008 McDonald’s launched the TRUST STRATEGY, in order to settle, once and for all, the doubts and distrust raised by consumer groups, institutions and journalists, about the quality of their ingredients and, especially, the meat in their hamburgers.

Strategically, a direct and challenging stance was taken in order to tackle the issue. QUALITY was publicly and transparently demonstrated, as a means of showing a commitment to society, consumers, opinion leaders and journalists.

Part of this TRUST STRATEGY was a VISITING PROGRAM to burger factories at the ESCA Food Solutions in Toledo, allowing visitors to become “Witnesses of Quality”. This initiative invited any Spanish consumers who wish personally to witness the process of preparing McDonald’s burgers.

Since the launch of the program in March 2008, over 4000 people have signed up for a visit, and 21 trips have been carried out, giving more than 1000 Spanish people the opportunity to visit ESCA. In the majority of visits the regional press and local institutions were invited because of their influential role.

We designed and produced 800 posters and 800,000 leaflets as a recruitment tool, and placed them in McDonald’s around Spain. We also set up a program-specific website (www.ingredientesdeverdad.com) and had the support of a TV campaign.With the people signed onto the program, we created a database to organise trips to the ESCA factory in Toledo. These were in groups of 50 people, and went from all regions of Spain.Thus, to date, more than 1000 people have visited ESCA Food Solutions as part of the Witnesses of Quality program.

Moreover, within www.ingredientesdeverdad.com, we created a space with the consumers’ (now converted Witnesses of Quality) videos and photos, where those interested could see their experiences.

91 pieces of coverage, on and offline- 29 pieces in digital media- 62 pieces offline- 5 radio- 11 regional TV- 5 business dailies- 24 regional dailies- 12 specialist media- 2 national dailies- 4 magazines – women’s, kids and general information.

All these pieces were of positive value.Average media coverage has been 10 pieces per month.

In terms of publicity value, the value of the coverage obtained has reached more than 220,000€ All those selected to be Witnesses of Quality improved their opinion about the company and feel prepared to tell other people and journalists interested in the initiative. Several of them agreed to be spokespeople regarding their experience, and to publicly endorse the quality of the meat, offering their pictures, identity and opinions for use in communication materials presented in McDonald’s restaurants.