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McDonald's
How ten years of building trust built the bottom line

RAN IN: UK

CLIENT
McDonald's UK

Emily Somers, Vice President Marketing & Food Development
Chloe Bissell, Senior Marketing Manager

AGENCY
Leo Burnett London *Lead Agency

Max Keane, Planning Director
Mike Treharne, Head of Data Insights
Roisin Mulroney, Senior Planner
Sam Houlston, Board Account Director
Pete Heyes, Creative Director
Josh Bullmore, Chief Strategy Officer


OMD

Isobel Dracup, Associate Director
Kathryn Howcroft, Business Director


SUMMARY

In the mid 2000’s McDonald’s was the villain of the food industry and the public were eating it up. More people distrusted McDonald’s than trusted the brand in 2008, we needed to rebuild trust so people could feel good about eating our food again. After 10 years of building both Cognitive and Affective trust, more people trust than distrust McDonald’s: a greater positive trust gap (+22 ppts) than the negative gap we started with (-20 ppts). From econometric modelling, this shift in perception drove significant incremental revenue. 

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: PRINT;RADIO;SOCIAL MEDIA;TV

Audience: Mothers

Objectives: Change brand image

Classification: National

Language: English