Our work with McDonald’s has seen us awarded McPartner status for our contribution and commitment to the brand. The redactive team have driven awareness of their grassroots football campaign for 10 years, fronted by 66 hero Sir Geoff Hurst and launched a commitment to train 10,000 coaches which was reached and celebrated in front of Sven Goran Eriksson last year.

The brand’s NPD activity is supported, launching their fruit bags and salads and creating a UK mums panel to road test menus and initiatives. McDonald’s presence at key agricultural shows across the UK are promoted to help them talk to stakeholders and farmers. We’ve also offered issues support through the obesity debate, reinforcing provenance messaging and helping media and consumers separate the facts from the fiction. In 2006 we launched their new consumer web portal, www.makeupyourownmind.co.uk, a forum for the public to ask any question to the brand and receive an answer.