Be the restaurant the cynics and the skeptics never thought McDonald’s could be.

Be Very UnMcDonald’s in every way.

Everything was Un McDonald's. No red and yellow, no plastic, no cutesie jingle. A bespoke typeface and logos were carved out of wood and hand painted, inspired by the hand crafted 'gourmet' nature of the burgers and the wooden board they are served on. Films were shot in-slow-motion on a Phantom camera using an anamorphic lens. The music was very UnMcDonald’s too with the spots featuring classical music by Handel. Rather than having the restaurants appearing bright and cheery during the day, some were shot at night. The food photography was 'real' and 'authentic' too - more Jamie than Ronald.

1. Objective: ‘Create Your Taste’ awareness & trial exceeding IMI standards

Result:

Achieved over 80% awareness of Create Your Taste, well above the 45% IMI benchmark goal.

1 in 4 Australians tried CYT, again exceeding the benchmark of 12%.

2. Exceed category growth in spend and traffic during Q3 2015

Result

Result: MCD significantly out-performed both QSR and IEO category growth in Q3 2015

Q3 2015 vs. Q3 2014 Spend Growth Traffic Growth

IEO 2% 2%

QSR 5% 2%

McDonald’s 12% 7%

3. Drive positive re-evaluation of McDonald’s master-brand

d. ‘Is a brand for people like me’ +3%

e. ‘Brand is changing for the better’ +3%

f. ‘Has food I feel good about eating +3%

Result

- Brand for people like me 11.5%

- Brand changing for the better 16%

- Has Food I feel good about eating 19%

- Brand love up 16.7%