2016 Winners & Shortlists

Brief Explanation

McDonald’s Arabia only serves food of the highest quality, and they work actively to communicate this. Online, people can view the entire food process through videos and questionnaires. But not enough people do. That’s why we through an in-store activation we redesigned the iconic McDonald’s packaging. Our limited edition packaging was completely transparent, with the message “Always know what goes into your food” followed by a call to action to visit the website. The striking design caught the attention of consumers encouraging them to visit the website and view how the food made its way from the farm to their tray.

Creative Execution

We redesigned the classic McDonald’s packaging by making it completely transparent. By removing that last layer between the consumers and the food we were able to show just how transparent McDonald’s is. Only the iconic McDonald’s M and our message remained, leading people online to our site where they could view McDonald’s meticulous food process. The idea was literally wrapped around the food, the reason to why guests are coming to McDonald’s. The small-scale activation was carried out in a key McDonald’s restaurant in Dubai, and lasted until we ran out of our packs, which took no more than a day, making it a big success.

Results

Over a thousand people were served with this transparent packaging. Visits to the site increased 17%. Consumers could view the entire McDonald’s food process, from the farm and all the way to their tray. We are now in the process of launching the transparent packaging across the region.