Summary
In 2022, McDonald's faced two problems.
First, their famous 'Love' advertising was losing emotional impact. Second, incoming legislation would soon radically restrict any such communications for high-in-fat, -salt, and -sugar (HFSS) products.
They needed a new approach: one that could rejuvenate the connection between British customers and the brand, without showing a single product.
Faced with this challenge, they engaged The Outsiders to find a new emotional role for McDonald's in British life.
We conducted three phases of research:
- Data review and analysis - of the pressures felt by the mass-mainstream audience
- Focus groups -exploring consumers' stories...