Breastfeeding at McDonald's

McDonald's, an American fast food company, used PR in Hungary to channel a radical protest group's agenda into a constructive national debate whilst increasing brand preference.

Campaign details

Advertiser: McDonald's HungaryAgency: Noguchi Porter Novelli

Summary

Amid the emerging refugee crisis, a radical right-leaning women's group organized a protest inside the largest McDonald's in Hungary, located at the Nyugati railroad station in Budapest. They claimed to be advocating for their 'restricted' breastfeeding rights, but also referred to the growing number of refugees near the station, and 'un-restictedly' eating at the restaurant. We needed to handle the issue, defuse the protest, and take the opportunity demonstrate that McDonald's is an inclusive, family-friendly space for everybody. We executed the campaign so successfully that, in addition to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands