Case study

Plan for change
Plan for change

In 2021, McDonald’s set out its new climate ambitions, and tasked Red as part of an inter-agency team with launching their sustainability strategy: ‘Plan for Change’.  This was not only an ambitious commitment to reach net zero by 2040 but one which drove immediate action and set out a bold manifesto of change across the business.

We set about delivering multiple, tangible moments that would show both intent and action.

This started with targeted media briefings on the wider strategy.

Followed up with proof points of the strategy in action – launching McDonald’s first 100% plant-based burger and inviting media and influencers to an exclusive behind-the-scenes experience of McDonald’s first net zero carbon restaurant.

A suite of content was developed for multiple audiences to showcase the tangible benefits.

You Look.

Widespread national, regional and consumer coverage on how McDonald’s is changing for the better with 120+ editorial articles and almost 200k engagements with influencer content.

You Care.

Positive media coverage and influencer engagement helped push up the trust score amongst customers who said McDonald’s ‘Has food I feel good about eating’.


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