With the rise of fast casual restaurants and new QSR (Quick Service Restaurants, that is, Fast Food) entrants, it’s becoming harder and harder to maintain and grow our share. These newer brands can move faster, presenting new challenges for a brand established in 1955, that has grown to the largest player in the category.

We have to re-establish relevance and reignite the latent love our customers have for us by reminding them that we’re more than fast food. We have to demonstrate that we’re tuned in to culture and aren’t afraid to stand up for what we believe in.

Objective 1: Show a measurable improvement in 4 to 6 Brand Health metrics as measured by YouGov.

Objective 2: Gain positive customer and earned media attention within 24 hours of International Women’s Day.

If we were going to make a statement, we knew it had to be big, so we turned to our biggest asset. One that hasn’t changed in our 63-year history—our iconic arches. We knew it was a risk. For any brand, changing its logo inevitably turns consumers into spectators who may be eager to voice a criticism1. For McDonald’s, this reaction is magnified. Our arches are more than a logo.

We put all of that on the line to stand up for what we believe in at a time when our country is more polarized than ever.

1. 2018 Edelman Trust Barometer

We discovered in consumer research everyone has their own story of what the arches mean to them. For people who grew up with McDonald’s, they’re a symbol of Americana. When a parent watches their child open their first Happy Meal, the arches become a symbol of joy. The arches become a beacon of comfort and reliability on a road trip or during a late-night shift. Additionally, McDonald’s has a history of supporting women-owned businesses, and there is no time in our history when that would be a more welcome message.

Societal focus on women and gender equality is in the spotlight in a post-Weinstein era of unprecedented attention to the topic. Given the general sense of dismay about this, people are hungry for good news and authentic stories of uplift and success.

So, we aimed to become a beacon of inclusivity by celebrating the success of the women of McDonald’s.

One day, across the country, the world’s most recognized brand became a symbol of gratitude for women celebrating their contributions and stories that have made the company what it is today.

On International Women’s Day, we flipped the “M” logo to become a “W” at 100 our female-owned locations and distributed packaging and crew uniforms featuring the “W” mark.

Looking at earned impressions over the period, we received attention from The Ellen Show, Saturday Night Live, late-night television, morning and evening newscasts, and newspapers. The world applauded, and the move resulted in 1.6 BILLION media impressions in 24 hours.

McDonald’s was the most-searched brand inquiry on International Women’s Day.