Consumers want to know where their food comes from. It’s a simple thought, yet one of the most important there is for McDonald’s. And when you source your ingredients from just down that road, that’s a story really worth sharing.
Our target audience appreciates authenticity. And for us, truth is what makes the McDonald’s experience taste even better. So we wanted to tell the true story of our food in a locally relevant way, one that shows an inherent understanding of what it means to be Irish.
Every story is immediately more interesting when it’s relatable. Therefore we chose to share the story of McDonald’s food with our audience in scenarios they could relate to on TV, VOD, Cinema, OOH, Digital and in store. The main ingredient was an authenticity in tone of voice that reflects the authenticity of the food McDonald’s source.
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