McDonald's: Big enough to make a difference

Jesper Andersson, Linnéa Berglund

McDonald’s, an international fast-food restaurant chain, launched the campaign ‘Big Enough to Make a Difference’ in Sweden, introducing initiatives focused on sustainability, the environment, and social responsibility, to increase brand trust, visit intent, and sales.

Campaign details

Brand: McDonald’s Brand owner: McDonald’s Entrant company: NORD DDB, SwedenIdea creation: Nord DDB Stockholm Market: Sweden Sector: Restaurants & takeaways Media channels: Online video, Outdoor, out-of-home, Social media, Print - general, unspecified, Word of mouth, influencers, KOLs, Radio & audio Budget: 10 - 20 million

Executive summary

How do you win back the trust of people who think you're a big, capitalist company without human warmth?

In 2018, after losing 11 million visits between 2012-2017, McDonald's Sweden launched the brand...

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