The Problem
McDonalds wanted to create a roadshow to help with their outreach to the farming community and specifically young farmers
McDonalds have often struggled with an image problem around the providence of their food sources through the supply chain
Our Solution
As part of a multi-deliverables campaign we were asked to deliver a way to really get behind the counter and show customers the providence of their McDonalds food. To do this we used 360 cinematography, we filmed across all corners of the menu, beef, eggs, dairy and even got behind the counter of a golden arches restaurant. By using 360 cameras with final films being delivered in a 360 app for mobile VR we were able to give the viewer a real sense of what it looks like at the real supply chain of McDonalds in the UK. These 360 films were then combined with an immersive game by fellow Brigthon studio Make Real.
McDonald’s is one of the biggest single customers of British and Irish farming – working with more than 17,500 farmers – but wanted to help its customers better understand its supply chain while challenging outdated stereotypes in farming.
A YouGov poll of 2,000 consumers for the chain found:
- 74% of people want to know more about where their food comes from
- 1 in 5 people can’t explain any process behind food production
- 2 in 5 people (41%) have never set foot on a working farm
The McDonald’s “Follow Our Foodsteps” campaign enabled customers and progressive young farmers to see what the food journey of McDonald’s products actually looks like with nothing being styled or “off-limits” in the films we captured.
Outcome
The final deliverables were presented in an articulated truck that could be moved between different activations both in the Uk and internationally.
The initial campaign generated a considerable volume and quality of media coverage, with 42M unique insights across the 60+ press articles published in print and online, The Guardian, Huffington Post, Farming Weekly and BBC Radio 4.
The campaign also helped to increase the conversation around providence and animal welfare with a rise in the positive public perception of McDonald’s UK for taking the bold move to move beyond glossy above the line campaigns to look at the real origins of their ingredients. The campaign was also seen as a beacon for quality ingredients and career opportunities within the food and farming industries.
The Problem
McDonalds wanted to create a roadshow to help with their outreach to the farming community and specifically young farmers
McDonalds have often struggled with an image problem around the providence of their food sources through the supply chain
Our Solution
As part of a multi-deliverables campaign we were asked to deliver a way to really get behind the counter and show customers the providence of their McDonalds food. To do this we used 360 cinematography, we filmed across all corners of the menu, beef, eggs, dairy and even got behind the counter of a golden arches restaurant. By using 360 cameras with final films being delivered in a 360 app for mobile VR we were able to give the viewer a real sense of what it looks like at the real supply chain of McDonalds in the UK. These 360 films were then combined with an immersive game by fellow Brigthon studio Make Real.
McDonald’s is one of the biggest single customers of British and Irish farming – working with more than 17,500 farmers – but wanted to help its customers better understand its supply chain while challenging outdated stereotypes in farming.
A YouGov poll of 2,000 consumers for the chain found:
- 74% of people want to know more about where their food comes from
- 1 in 5 people can’t explain any process behind food production
- 2 in 5 people (41%) have never set foot on a working farm
The McDonald’s “Follow Our Foodsteps” campaign enabled customers and progressive young farmers to see what the food journey of McDonald’s products actually looks like with nothing being styled or “off-limits” in the films we captured.
Outcome
The final deliverables were presented in an articulated truck that could be moved between different activations both in the Uk and internationally.
The initial campaign generated a considerable volume and quality of media coverage, with 42M unique insights across the 60+ press articles published in print and online, The Guardian, Huffington Post, Farming Weekly and BBC Radio 4.
The campaign also helped to increase the conversation around providence and animal welfare with a rise in the positive public perception of McDonald’s UK for taking the bold move to move beyond glossy above the line campaigns to look at the real origins of their ingredients. The campaign was also seen as a beacon for quality ingredients and career opportunities within the food and farming industries.
