MCDONALD'S - BUSTING THE MYTHS

ClientMCDONALD'S
Category A04. Retail, e-Commerce, Restaurants & Fast Food Chains
TitleMCDONALD'S - BUSTING THE MYTHS
Product/ServiceMCDONALD'S 100% SPANISH BEEF
Entrant APPLE TREE COMMUNICATIONS Barcelona, SPAIN
Idea Creation APPLE TREE COMMUNICATIONS Barcelona, SPAIN
PR APPLE TREE COMMUNICATIONS Barcelona, SPAIN
Production QUADROSPHERA Madrid, SPAIN
Production 2 O2O Madrid, SPAIN
Credits
Name Company Position
Laura Garrido apple tree communications Account Director
Ana Blanco apple tree communications Account Executive
Fiamma Badoglio apple tree communications Account Manager
Sofia Basterra apple tree communications Senior Account Executive
Gabriel Delgado apple tree communications Creative & digital designer
Oreste Mónaco apple tree communcations Designer
Barbara Martinez apple tree communications Digital Account Manager
Laura Corvo apple tree communications Communications Director
Jacobo Zelada apple tree communications Partner and Digital Practice Director

The Campaign

We chose to tackle the rumours head on and launched the ‘Myth Buster’ platform together with well-known Spanish comedian Leo Harlem. In addition, we involved two other incredible brand ambassadors to demonstrate the quality of McDonald’s meat, Michael Robinson ex footballer and sports commentator and Willy Rex, Youtuber with more than 8 million followers. We generated creative visual content that dispelled the myths using humour and candid commentary and our message hit the spot…

Execution

The campaign was originally developed at the end of 2016 with filming of the first video taking place in February 2017 and launch activity of both the online platform and the PR activity taking place in March 2017. Press releases were issued to carefully segmented media and interview opportunities were managed. In July, following the success of the first ‘Myth Busting’ video a second video was shot with Willy Rex, this was then published and communicated in August 2017.

Tier 1: Media coverage achieved to date includes more than 140 articles published in national, regional and trade publications. The total audience reached through this coverage is more than 11 million people. The videos have been seen more than 6.4 million times and more than 25,000 people have interacted with the campaign. Tier 2: According to the IPSOS Corporate Brand Perception Barometer 2017 the perception of McDonald’s beef improved 5% points from 2016 These results clearly demonstrate that the campaign not only achieved visibility for ‘McDonald’s 100% Spanish Beef’ but also impacted consumer perception.

The Situation

This project has been developed from a purely PR perspective. Based on the selection of brand ambassadors who would support the communication and ensure maximum repurcussion in traditional and online media. The creative concept, video scripts, PR activities and amplification, working closely with the brand ambassadors selected, was all undertaken by the PR agency.

The Strategy

The campaign targeted the existing McDonald’s consumer group, adults who were frequent consumers. Reaching this wide spread demographic required carefully selecting ambassadors who had influence with this group and would be credible. It was important that the campaign was faithful to McDonald’s style, so using humour and a very candid approach to the scripting ensured the videos were personal and real. The PR activation of the project reached across mainstream, national and regional media and was supported by McDonald’s own social media channels. In addition to proactively communicating the ‘Myth Busting’ videos, the online platform allowed users to upload their own queries and myths and to win the chance to visit one of McDonald’s meat processing installations to see McDonald’s quality for themselves.