At selected busy locations we demonstrated the the freshness of the product 1to1.In order to do so we created print ads with the following message: Our Fries are always fresh and never older than 7 minutes. Like this poster.

After 7 Minutes we swapped the poster with another: Our McFlurrys are always fresh and never older than a few seconds. Like this poster.

After a few seconds we swapped the poster with another: Our BigMacs are always fresh and never older than 10 minutes. Like this poster.

After a 10 minutes we swapped the poster with another.This went on for the whole day.Between 8.00 AM and 6.00 PM we swapped between 86 and 101 posters at each location.

At the installation people stopped, stared, discussed, asked questions and took thousands of flyers with them. Several publications wrote a story about the event, people posted comments to the articles and discussed the topic.

The installation was part of an image campaign to raise awareness of the high quality standards at McDonald’s. The campaign positively influenced respondents’ perception of McDonald’s as a supplier of high quality food. Market research showed results that people are now more aware of the high quality and freshness of McDonald’s than before.At the installation people stopped, stared, discussed, asked questions and took thousands of flyers with them.

Several publications wrote a story about the event, people posted comments to the articles and discussed the topic.The installation was part of an image campaign to raise awareness of the high quality standards at McDonald’s. The campaign positively influenced respondents’ perception of McDonald’s as a supplier of high quality food. Market research showed results that people are now more aware of the high quality and freshness of McDonald’s than before.