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McDonald’s ‘Make Up Your Own Mind’

January\2007

As a brand facing real trust issues about the quality of its product with British mums, McDonald’s and TBWA developed a campaign which, rather than asking people to believe us, let them make up their own minds. Through driving people to an ‘any questions answered’ website, we selected a panel of Quality Scouts from over a thousand applicants, letting them investigate behind the scenes at McDonald’s, three months after the campaign launched over 70% of people exposed to the campaign felt more positive about McDonald’s beef.