McDonalds' Scale for Good

Challenge

McDonald’s competitors are no longer just Starbucks, Burger King, Chipotle or Chick-fil-a—rather, they’re global brands making values-based investments to improve communities across the globe. More than ever, customers are making purchase decisions based on the alignment of their values with brands. To make a positive impact, while also meeting a new set of consumer needs and expectations, McDonald’s needed to communicate how they’re using their Scale for Good. 

Believer Insight

When you operate 37,000 restaurants in 120 countries, serving 69 million people each day, every change makes a big difference. When McDonald’s makes a move, the whole industry moves. This created an opportunity to build a brand new platform to support tangible and ambitious social global goals, with results far reaching and more impactful than any of its competitors.

Solution

We worked with McDonald’s to build an integrated communications plan to reach elites and engaged consumers with four commitments: reducing waste, providing balanced food options for kids, combatting climate change, and providing skills and training for youth. We did this through earned media placements in outlets such as The Washington Post, Bloomberg and Axios as well as a digital content including a climate action video featuring McDonald’s CEO, Steve Easterbrook. To make sure these announcements stayed at the top of our audience’s mind we promoted videos and graphics online for a prolonged period of time.

Results

Across the four announcements, 1,278 articles were generated, all positively reporting on McDonald’s efforts, reaching hundreds of millions of people across the world. The climate action campaign alone reached 790 million people on social media. These announcements had a global impact with over a dozen international markets participating in each one.