Brand Trust
CLIENT: McDonald’s, 2023.
ROLE: Creative
Macca's were on a mission to increase their trust score. So, they launched the “We’re on it” platform in 2022. Our piece of the puzzle was to develop the campaign further the following year to give more clarity to the tagline “Changing for the better? We’re on it.”
We built upon existing TVCs (like the 60” above), OOH and print to progress the previous year’s work. We also created a social-first platform within the Brand Trust pillar to take our audience behind the scenes of the brand, a series we called “Behind the Arches.”
Some highlights include…
Making McDonald’s the most trusted QSR brand in Australia.
A trip to a chicken farm in regional QLD, where we managed to get "chicken sh*t" client-approved for a social video.
Meeting some incredible Aussie Paralympians before Paris 2024.
We challenged crew to make burgers…
Went to work with a RMHC volunteer…
Visited the Foodbank Warehouse…
Met the farmers behind the iconic golden arches...
And learned the go-to orders of our Aussie Paralympians.
