The strongest global brands have carry the strongest opinions to shift. You know that rumour you heard at school about what’s Macca’s food? Yeah I heard it too.
But the rumour no one was buying, was that your Macca’s ingredients are from here. From the places you drive through on road trips. From places like my family farm.
So we made a Macca’s ad without out any burgers in it, instead showing where they come from. Our Macca’s may have shortest food miles of any country’s. They’re pretty miles too.
The perception of McDonald’s is a global brand, with a global supply, with a shroud of conspiracy around how it is made. In short, not particularly real food.
But here in New Zealand, the origins of your order are local, in beautiful environments.
So we allowed our consumers to see where their food really comes from. Reintroducing our menu items before their short trip to you. (It could be true we have the shortest food miles of any country’s McDonald’s).