Case Study: Happy Deal: Moms Drafted to Help Give the McDonald’s Brand a Big Mac Makeover


Company: McDonald's Agency: Morgan & Myers, Arc Worldwide Timeframe: 2007 Although McDonald's has had a long history of serving fast food and feeds nearly 27 million U.S. customers every day, there have always been questions about the quality of its products. To dispel the stigmas associated with its image, McDonald's execs sought to create a program that would improve consumer perceptions, especially in the wake of negative pop culture references surrounding the chain--Super Size Me being just one example--and the entire fast-food industry. The McDonald's team turned to Morgan & Myers, a firm that specializes in branding communications within the food category, to reframe messaging around a commitment to quality.

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.