McDonald's UK: Food, restaurants and people: promoting and protecting McDonald's license to operate

Fast-food brand McDonald’s delivered a reputation communications strategy that positioned it as a business changing for the better, to maintain and deepen trust among audiences in the UK and Ireland.

Campaign details

Brand: McDonald's UKAgency: Teneo, Red Consultancy, Stonehaven

Summary

McDonald's wanted to behave in a way that meets the expectations of our customers and people; making moves that matter to them and behaving in a responsible way. Within this, the role of communications is two-fold: to be the conscience of the business and champion of the brand. We bring progressive business moves to life in a way that reaches multiple audiences; campaigning with passion from our positions of strength; maintaining a drumbeat of positive storytelling; and working hard to mitigate potential risks - with a confident...

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