2. Our Problem
Misconceptions about the quality of McDonald’s
food.
The truthful information, posted by McDonald’s, is
not as open / transparent as it could be.
Push people to the site for their Food FAQ (What
We’re Made Of)
3. Our Goals
Inform the customer’s about the quality of
McDonald’s food in a fun and interactive way.
We want customers to discover the truthful
information in a way that is enjoyable and
education.
4. The Target
Our target customers are those who already eat
at McDonald’s locations, as well as those who do
not.
Word of mouth is an ideal spread of the campaign.
We do not want to segment down the customers
too much, because everyone who visits
McDonald’s can learn new, positive, things
about how the company prides itself on quality.
5. Key Consumer Insights
A great deal of misinformed information about
food quality.
The internet has further perpetuated the spread of
misconceptions.
Fake meat
“blended parts”
Supersize Me facts
People do not realize that 87% of McDonald’s
are locally franchised.
6. Main Message
Because McDonald’s values their consumer
above all else, they themselves uphold quality to
the highest standards.
“Feel Good About the Food You Already Love”
7. Our Plan: Ronald’s Road
The “Yellow Brick Road of McDonald’s”
In store
Vinyl Ronald (Each numbered) foot prints leading from
the door to the counter – great advertising for little
money
Banner with quick introduction to Ronald’s Road
Entry mat with two foot prints starting off the road
Up the wall
On the side of the drive through windows
Each with a fun fact about McDonald’s food quality
Interactive Wall Trivia / Games
10. Print Campaign
Ronald’s big, red footprint incorporated in all
print ads
“Feel good about the food you already love”
“Go to mcdonalds.com to find out what
Ronald’s Road is all about”
12. Guerrilla Tactics
Light rail foot prints
Sidewalk chalk foot prints leading to McDonald’s
restaurants
Kids day in the park, “Romp with Ronald”
(paint/chalk footprints)
Kids activity day, promoting a balanced and active
lifestyle.
Encouraging kids to get out and play
Activities and games set up in the park
Invite News Stations to join in on the fun
PR!
14. On-Line Media Tactics
Share your favorite Ronald’s facts on Facebook,
Twitter
Banner ad (footprints coming down the screen)
QR codes at restaurants
35. Radio
[Sound of feet]
[Squeaking]
[More footsteps]
[Whisper] “Did you know that McDonald’s only
uses fresh USDA Grade A shell eggs for breakfast
sandwiches?”
“Come on in to McDonald’s to find out what the
rush is about”
36. Why The Consumer Will
Believe It
Real facts!
Naturally fed animals; none of the meat is fake.
Same chicken as Tyson, only breast meat.
Burgers are 100% beef, no added fat.
Freshly cracked eggs.
Targets everyone!