Two years of pandemic has changed Norwegians’ consumer behavior. The share of take away has increased, and McDonald's own figures show an increase of +13,5 percent in Oslo, +8.5 nationwide. This also means an increase in take-away packaging, and consequently littering.

Take away-packaging is the 3rd largest source of littering in big cities in Norway. This is a big problem for our communities, cities and the environment. McDonald's trash is the most recognizable, and they understood that the issue of littering needed to be addressed.

The brief from McDonald’s was simple, yet ambitious: Help us reduce littering, both ours and others’.

Iconic packaging = iconic trash.

The creative idea was to draw attention to the problem and spark conversation with an honest campaign depicting the ugliest side of McDonald's packaging. Pictures of McDonald's trash laying in the streets and in nature where published in owned, paid and earned channels to encourage McDonald’s lovers to help us reduce littering. In addition, we needed to address the problem on a larger scale: Asking employees to join forces with sports teams all over Norway to clean up the streets and roadsides, and partnering up in a large research project to prevent unconscious littering.

The strategy is built on three important insights: 1) Norwegians consider plastics in the ocean as the most important environmental topic we are facing today. 2) CSR is the 3rd most important driver among 16-34 years old and regular users. 3) Increased environmental commitment among young people can be a future obstacle for McDonald's.

With a communication goal of building brand trust among the younger generation, we knew McDonald's employees (80 % aged 16-25) would be a key target audience. Building pride and awareness amongst the employees would be critical both to implementing real change in the restaurants and to recruiting for the clean-ups. Furthermore, the target audience was guests, politicians, and competitors.

Key message: As the largest take away restaurant in Norway, McDonald's is a big part of the littering problem. We are serious and committed to change to be part of the solution.

In this campaign, McDonald’s uses the entire toolbox to find solutions for littering. Photos of McDonald’s trash lying around in the streets of Oslo was artfully captured by photographer Jói Kjartans for print, social media, OOH displays and McDonald’s trays in order to reach as many customers as possible. We also placed trash cans next to OOH displays so that the iconic McDonald’s arches can be used as a beacon showing the nearest bin. The campaign also includes a commercial shown on TV and online.

The campaign also explores the reasons behind littering, how to prevent it, while simultaneously increasing its brand image through SoMe activities, internal engagement, stakeholder relations and cooperation with important environmental organizations.

23 million earned impressions.

Over 11.000 local and international news articles and posts.

Over 200% increased rate on social media.

70 000 unique consumer engagements.

Target audience outcomes:

1000 employees participating in local clean-ups.

+26,1% positive increase in brand sentiment.

Managed to spark a national discussion on littering and producer’s responsibility (NRK 28.04).