McDonald’s Canada

Paddy RangappaVice President – Brand DevelopmentMcDonald’s Asia Pacific Middle East Africa

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Table of Contents

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Food quality perception is the number one driver of long-term business results.

Food quality perception is the number one driver of long-term business results.

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In Canada, McDonald’s trails behind its competitors on every pure brand attribute.

FIFGAE SCORES

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BRIEFPortray the truth, that McDonald’s is real food you can feel good about eating.

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CHALLENGE

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TRADITIONAL APPROACH

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TRADITIONAL APPROACH

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OBJECTIVEIncrease Food Quality perception by 14pts.

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OUR INSIGHTConsumers have questions about our food quality. We have answers. Good ones. But the only way people will start listening to us is if we start listening to them.

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LOVER FENCE SITTER HATER

THE CONSUMER MINDSET

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ConversationFocus

Lovers Fence-Sitters Haters

TARGET

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McDONALD’STalking to lovers.

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McDONALD’STalking to the fence sitters.

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HIDDEN IN PLAIN SIGHTOur task was not to say something new. It was to say what McDonald’s had been saying for years, but to say it in a way that stops people in their tracks.

Show videoOFYQ Manifesto

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UNDERTAKE BRAND ACTION THEN DO

BRAND ADVERTISING

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A TRANSPARENCY PLATFORMSocially-powered platform empowers us to initiate and sustain an open and honest conversation with consumers.

Ask Answer Amplify

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TVC

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• Singular platform hub

• Located on .ca

• 24% mobile traffic

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TAKING QUESTIONS

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Response team

• Tribal & McDonald’s collaboration

• Solid knowledge base

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And we answered every question…Answers:

• text… or

• images… or

• video

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TEXT ANSWERS

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IMAGE ANSWERS

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VIDEO ANSWERS

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vShow videoFrom Farm to Fryer

Farm to Fryer

vShow videoBehind the Scenes

Behind the scenes

vBehind the scenes

VIDEO ANSWERS

Farm to Fryer

2.5 million views2.5 million views 9.7 million views9.7 million views

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Chicken Forensics

100% Pure Beef

Microwave PattiesBig Mac Sauce

Behind the scenes

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VIDEO ANSWERS

Farm to Fryer

vTHEN... WE ADVERTISED IT

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vShow videoChicken TV_Streeters_EN

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ADVERTSISE THE SOCIAL IDEA

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RESULTS

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A DRAMATICCHANGE IN PERCEPTION

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RESULTS AMONG KEY TARGETS

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INDUSTRY RECOGNITION“McDonald’s food, your questions and a glimpse into the future of marketing: a one-two punch of tradition and technology”

“McDonald’s food, your questions and a glimpse into the future of marketing: a one-two punch of tradition and technology”

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CREATIVE RECOGNITION

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CREATIVE RECOGNITION: CANADAMcDonald’s• Marketer of Year 2012• Most awarded client 2013

AgencyDigital Agency of the Year 2012 & 2013

Marketing and related awards• Targeting (Gold)• Technology Breakthrough (Gold)• Original Idea (Gold)• Brand Development Campaign of the year

(McDonald's) - (Gold)• New Product or Service Launch - (Gold)• Atomic Idea (Gold)• Best Digital Engagement (Silver)• Best Transmedia (Gold)• Best in Show - Grand Prix• Integrated (Gold)• Digital (Gold)• Online Film (Gold)• Corporate Website (Gold)• Digital best use of Social (Silver)• Online Film Campaign (Bronze)• Best in Show• Best of the Best

• Advertising: Consumer Products - Food & Beverage (Gold)

• Advertising: Retail (Gold)• Community Engagement: Consumer Products - Food &

Beverage (Gold)• Community Engagement: Retail (Gold)• Digital: Consumer Products - Food & Beverage (Gold)• Digital: Retail (Gold)• Integrated: Consumer Products - Food & Beverage (Gold)• Integrated: Retail (Silver) • Cassies: Off to a good start (Gold); Integrated campaign

(Gold); Globe and Mail creative effectiveness award

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CREATIVE RECOGNITION: INTERNATIONALAdAge Viral Video Award• Best Brand Transparency

One Show InteractiveIntegrated Campaign (Silver)Best use of Social Media/Facebook (Merit)

Webby's• Winner:

- Customer Service- Integrated Campaign- Food and Beverage- Customer Service (Peoples Choice)- Agency of the Year (Tribal Worldwide)

• Nominee:- Online Film & Video: Branded Entertainment- Website: Best Corporate Communications

• Honoree:- Online Film & Video: How to DIY- Interactive Advertising: Banner Single

Clios• Direct - Mixed Campaign (Bronze)

FAB (Food and Beverage Awards)• Integrated• Social• Viral• Brand of the year - McDonald's

Applied ArtsOur Food. Your Questions. - Consumer Packaged GoodsOur Food. Your Questions. - Educational/ReferenceOur Food. Your Questions. - Integrated CampaignOur Food. Your Questions. - ViralOur Food. Your Questions. - Branded Content

Cannes Lions Festival of Creativity• Gold – Cyber – Websites & Microsites: "Our Food. Your

Questions."• Silver – Promo & Activation – Best use of Social Media:

"Our Food. Your Questions."• Bronze – Cyber – Digitally led integrated campaign: "Our

Food. Your Questions."• Bronze – Cyber – Online video: "Behind the scenes at a

McDonald's photo shoot"

GUNN ReportOFYQ #12 most awarded digital campaign globallyTribal Worldwide #18 ranked digital agency - globally

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