The primary target audience for this piece of digital communications was the ‘Non-preferrers’ market – people who would rather not visit McDonald’s and have indifferent, or partially negative view of the brand. Consumer insights indicated that this group felt McDonald’s might have been a brand they identified with at some point, but that connection has definitely been lost.

Thus, building on the highly successful rebranding of the company online via www.mcdonalds.com.au, we were tasked to work on a strategy for dispelling common myths about McDonald’s while also creating/enabling conjecture and conversation about the myths.