The Norwegian farming industry is small and heavily subsidized by the government to survive the competition of low prices from foreign produce. So locally produced ingredients is extremely important to Norwegians. It is the manifestation of high food quality and for McDonald’s it is a key driver of brand trust and restaurant visits.

The brief was to do the job previous campaigns haven’t been able to do: To change the perception of the Norwegian population. To closely link McDonald’s food with high quality, locally sourced ingredients instead of foreign and mass produced junkfood.

The objective was to change people's perception of McDonald’s and thereby increase visit intentions and market shares during a time of lockdowns and uncertainty.