The consultancy, which has worked with McDonald’s for ten years, has taken a ‘hand-made and more personal approach to engage with consumers,’ according to Boxer chief creative officer Paul Castledine.
Castledine says the new look addresses ‘the big challenge of perception against reality’.
There are several layers of messaging with a focus on quality and provenance, as well as sustainability, while QR codes give access to menu options and nutrition information via a McDonald’s app.
The subject of nutrition seems to have been a focus for McDonald’s Global Advisory Council, a group of independent advisors who consult on nutrition, public health and fitness. McDonald’s says, ‘These outside experts emphasized the importance of providing access to nutrition information.’
Castledine says, ‘There are a whole series of mini stories and content capsules, while the bigger overall themes are about food quality, and creating stories about origin and quality of ingredients.
‘It also tackles sustainability and ecological issues by showing their initiatives and how McDonald’s is working in these areas.’
As ‘it’s difficult to print well onto paper bags and cups’ Castledine says an illustrative approach works well and lends itself better to a global roll out.
The new look could roll-out in up to 119 countries and Castledine says, ‘If the look is consistent it can work in Chinese, Russian, Japanese, and Latin American countries.’