2016 Winners & Shortlists

Brief Explanation

When it comes to fast food, there are always concerns about how the food is prepared. But the truth is that McDonald’s Arabia only uses ingredients of the highest quality and they are communicating that actively online. So the objective was now to raise awareness for how transparent they are through an in-store activation that informed customers that they can always know more about the food they are eating.

Results and Effectiveness

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.

Creative Execution

Nothing comes closer to the consumers than the packaging of the product. And so we transformed the packaging into the medium itself. We redesigned the iconic burger boxes and fry holders, making them completely transparent showing consumers how transparent McDonald’s was are when it comes to their food. Our message on the box “Always know what goes into your food” was followed by a call to action to visit the McDonald’s website where they could view the entire food process.

Insights, Strategy and the Idea

We wanted to talk to consumers who these days are very particular about the choices of food they eat. So we targeted consumers when and where it mattered most to them. When they got their food inside the McDonald’s restaurant.