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.

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