McDonald's aims to offset negative perceptions in trust building campaign

McDonald's has rolled out a new integrated campaign that aims to build trust in the brand by addressing concerns about the way McDonald's food is made.

McDonald's: brand continues to drive trust in latest campaign
McDonald's: brand continues to drive trust in latest campaign

McDonald's launched the campaign on Friday with a 60 second TV ad that aired during the Emmerdale ad break. 

The "myth-busting" campaign aims increase consumer trust in the brand by addressing food concerns and showing the "quality" ingredients that McDonald’s uses. 

For example, it shows that beef patties are cut from whole cuts of forequarter and flank, with no added ingredients.

The spot, created by Leo Burnett, is designed to be upbeat but with a serious message communicated about food provenance.

It will be supported by a national press campaign, bringing to life its "nothing added" messaging.

Brand: McDonald's

Client: Steve Hill, head of marketing, brand and experience

Agency: Leo Burnett 

Creatives: Justin Tindall, Richard Robinson and Graham Lakeland


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