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McDonald's
"i'm lovin' it": Real People Real Food

RAN IN: United States

CLIENT
McDonald's Corporation

Neil Golden - SVP, US CMO
Marlena Peleo-Lazar - VP, CCO
Ubong Ituen - VP, Mktg.
Diane Pomierski - Sr. Creative Director
Peter Sterling - VP, Mktg.

AGENCY
DDB Chicago *Lead Agency

John Kottmann - EVP, Chief Strategy Officer
Ewan Paterson - EVP, CCO
Nancy Jordan - VP, Creative Director
Todd Nonken - SVP, Group Acct. Director
Patricia Swindle - SVP, Group Strategy Director


OMD *Lead Agency


Tribal DDB


SUMMARY

In 2011, McDonalds had 8 years of sustained success behind its im lovin it campaign. But now consumers were feeling guilty about loving us because they doubted our food quality. If we were going to change their minds and re-open their hearts, this could not be just another ili ad. The result was Supplier Stories. We let go and let some real, hard working folks speak for us in new and engaging media channels. In the end, we dramatically improved our brand image and kept our winning sales streak intact.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Print,Long-form, documentary style storytelling videos on micro-site of our three hero suppliers.

Audience: Brand Influencers

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English