APPLE TREE COMMUNICATIONS, Barcelona / MCDONALD'S / 2017
McDonald’s is a company that has long been associated with myths, rumours and urban legends: “McDonald’s burgers are not real meat”. “The burgers are made from shredded rat”. “You can leave a McDonald’s burger out of the fridge for 50 years and it won’t decompose!” “It can’t be quality when it only costs 1€”, to name just a few.
McDonald’s burgers are in fact made from only certified, high quality, 100% Spanish beef, nothing more and nothing less, which is why in 2017 we decided to take the initiative and dispel the myths once and for all.
Our challenge was to improve consumer perception about the quality of McDonald’s burgers but in a way that was true to McDonald’s informal, fun and friendly style.
The campaign was originally developed at the end of 2016 with filming of the first video taking place in February 2017 and launch activity of both the online platform and the PR activity taking place in March 2017. Press releases were issued to carefully segmented media and interview opportunities were managed. In July, following the success of the first ‘Myth Busting’ video a second video was shot with Willy Rex, this was then published and communicated in August 2017.
WIEDEN+KENNEDY, New York