Corporate Responsibility is an extremely important issue for our client, McDonald’s. But how does one communicate this to the people who are aware of this, but are not necessarily engaged or interested in this? Take our most important partners in Germany, for instance. Our goal was to revamp the often dry contents of the CR Report, and deliver their message in a more entertaining manner.

We incorporated the most important information from our CR Report with the one thing our partners are interested in: our burgers. After all, these core products make up the foundation of each individual franchisee’s income. In addition, we literally divided the report’s key data into portions in a truly innovative way: the McDonald’s Burger Report.

We presented the CR Report in easy-to-understand bar charts, which were also minimalist representation of the restaurant’s most successful burgers. These diagrams were printed on the original packaging of the 6 most important burgers, and were distributed amongst the partners. A QR-code on the box directly linked them to the full report.

The Burger Report was given to select partners and ... not only did they love it, but they also used it to learn more about McDonald’s CR activities.

Because even though it obviously did not sell a single more burger, it offered them something that one very rarely associates with a CR report: fun.

But of course there was more than fun: a QR-code on the box directly linked them to the full report.

The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries across 35,000 outlets. The target audience was select business partners of our client McDonald’s.