McDonald's Promo, Case study REVELATION OF MCDONALD`S QUALITY by Print Communications

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REVELATION OF MCDONALD`S QUALITY

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Industry Fast food
Media Promo & PR, Case study
Market Germany
Agency Print Communications
Art Director Christina Rasp
Released July 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: McDONALD`S GERMANY
Product/Service: McDONALD`S
Agency: PRINT COMMUNICATIONS CONSULTANTS
Senior Pr Consultant: Sarah Lüth (Print Communications Consultants)
Event Manager: Uta Dörr (Print Communications Consultants)
Senior Copywriter: Lothar Hackethal (Heye & Partner)
Planner: Alexander Vrtic (Print Communications Consultants)
Public-Relations Director: Peter Johannes (Print Communications Consultants)
Junior Public-Relations Consultant: Claudia Becker (Print Communications Consultants)
Editorial Journalist: Christin Mathie (Lucky7even)
Associate: Tim Ockert (Lucky7even)
Art Director: Christina Rasp (Heye & Partner)
Junior Art Director: Patrick Huber (Heye & Partner)
Media placement: Market stall tour in several cities - Farmers Market Promotions - 8 July 2011

Summary of the Campaign
McDonald`s goes local!

How we took the secret behind our quality to the marketplace.

Consumers only get an insight into foodstuff production in Germany when a scandal is shocking. That needs to be changed. Customers have a right to know where the raw ingredients for their food come from. McDonald’s doesn’t have its own farm, but we only buy raw ingredients from suppliers we trust – just like everyone else. McDonald’s has emphasised its quality for years; however, the major goal for 2011 was to make McDonald’s quality visible, touchable and a real experience. How? By appearing at locations and in ways people would not expect from McDonald’s. We amaze people and provoke a 'wow' effect they’ll never forget.
To touch, to smell, to see first-hand: this is how to reinforce the trust of customers. We follow the slogan, 'I would never have guessed': At the “McDonald‘s market stall” we present the very same fresh vegetables McDonald’s also uses to prepare its products. At the stall, consumers are provided with information on all ingredients; they can try and also buy them. The McDonald’s market stall was called into action at weekly markets as well as at various agricultural fairs. But how could we show where our beef comes from? McDonald’s provides the living proof: We broadcast live from the cowshed at the Müller farm on the Ku’damm in Berlin. The Müller farm is one of around 90,000 small and medium-sized agricultural enterprises in Germany that supply beef to McDonald’s.

The Situation
Quality nobody sees.

Food is a matter of trust. Consumers rely on the quality of ingredients and their preparation being perfectly right. In times of numerous food scandals, a wary eye is kept on McDonald’s Germany as the market leader in the food service industry and as a representative for the entire fast food sector. McDonald’s has very high quality standards along the entire supply chain, often way above the statutory provisions. McDonald’s purchases 70% of its ingredients from Germany and buys, like many consumers, from German farmers. That’s what needs to be made visible and a real experience!

The Goal
Position McDonald’s as a brand of trust.
When knowledge alone is not enough to reinforce trust, then walk the talk: What you communicate has to be seen and experienced by consumers themselves.

Quality communication follows 3 main objectives:
- Significantly increase the perception of the quality of McDonald’s products
- Extend trust in the quality of the products
- Reinforce trust in the McDonald’s brand

The core target group consists of opinion leaders and women, especially in the age group 18-35, as well as mothers with children. They especially value high-quality food and shop for quality at farmers' markets for local produce.

The Strategy
“I would never have guessed” - McDonald’s arranges surprises.

People tend to only believe what they can see with their own eyes. So we show them and let them experience the McDonald’s quality promise. We also provoke a 'wow' response and surprise consumers where they least expect it. How do we show people that McDonald’s purchases 70% of its ingredients from Germany? By presenting the very same raw ingredients used to prepare the products in the restaurant at a market stall at farmers markets. This is exactly where local produce is sold and where McDonald’s can stress its local quality. And to prove the local origin of our beef for the burgers, we introduce the German farmers who take care of the cattle that supply that beef: With a live broadcast from the cowshed straight to downtown Berlin. Surprised? That was our intention!

Execution
Get the experience – instead of talking about it.

McDonald’s convinces with quality that people can see, touch, taste and smell. The highlight of the crossmedia McDonald’s quality campaign 2011: McDonald’s surprised people at unusual locations. A McDonald’s market stall with fresh raw ingredients was on tour throughout Germany and attracted masses of curious consumers. Information was given by employees, suppliers and the farmers themselves. In Berlin passers-by hardly believed their eyes: From September 16 to 22 McDonald’s broadcast live 24-hours-a-day from the Müller’s farm directly to a 104 m2 video screen right on the busy Ku'damm. Customers also obtained more information on the exact origin of the raw ingredients and the Müller farm at the microsites. Guests at the McDonald’s restaurants also read about the campaign on the tray layer as well as in brochures and flyers.

Documented Results
See, understand, trust.

Nearly 20,000 people were surprised by the McDonald’s market stall in Munich, Hamburg, Berlin, Mainz and Cologne, and bought raw ingredients and learned where potatoes, lettuce and tomatoes for McDonald's come from. The extension of the campaign in selected restaurants reached just under 280,000 guests. Media reporting on the market stall speaks for itself: Coverage in print was 1.4m, online 14.2m and radio 1.2m. And at the Ku’damm in Berlin? According to estimates, McDonald’s amazed 1.15m people with its live broadcast from the cowshed (according to weighted daily potential contacts). Additionally, the 2 microsites on quality additionally had some 14m page impressions.