McDonald's: Eat equal

McDonald's, a fast-food brand, launched a new type of packaging to people with movement disabilities to enjoy burgers.

Background and Challenges it Presented

Everyone loves a burger. Unfortunately, it takes two hands to bite into its delicious, juicy goodness. McDonald's was ready to launch a new packaging that would enable people with disability in movement to enjoy a burger from their restaurants like every other customer. Due to the pandemic, launching a product experience was not easy as media attention was on Covid-19. In fact, promotional campaigns were coming under fire and trolled. However, 'EatQual,' a packaging initiative from McDonald's could not wait because consumers were still ordering food online.

Objectives

  1. Introduce and amplify awareness of 'EatQual,' as...

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