How we invented a better way to look at fast food.
McDonald’s was becoming the brand everyone knew but very few trusted.
With the rise of YouTube and Social Media came negative chatter about fast food. That it was all fake. Riddled with additives. Photoshopped. Manufactured. As the established leader in the industry, McDonald’s took the brunt of the finger-pointing. So, despite decades as a cherished brand, McDonald’s was suddenly perceived as a giant, deceptive corporation. It had lost its place in the hearts of Americans. And it was our job to get it back.
We needed to make McDonald’s feel real again. And show it for what it really is: an accessible and genuine part of real people’s everyday lives.
We started telling real stories. Stories that people could really see themselves in. All people, in fact.
We showcased McDonald’s as the brand that facilitates simple, real moments of joy and togetherness.
We found compelling ways to show where McDonald’s food actually comes from. In fact, we took a real person from Pollock, South Dakota to fish for Pollock in Alaska, just to show how real the Filet-O-Fish® actually is.
The mcrib is back
To celebrate the return of the McRib, we found a real person tweeting about McRib. We flew to her hometown, hid cameras all around her house, and then ambushed her with the first McRib of the season. And we filmed it all in one take to capture that real moment of surprise.