McDonald’s is going green

McDo = green

3

Why?

The production of meat is very straining on the environment.

Cows are not “green”.

There are alternatives that are also healthier.

Carbon McCreditsEnvironmental reasons:

Meat is getting more expensive for consumers.

For producers, there are more costs for producing meat. (transport & taxes)

Itʼs becoming increasingly less profitable to sell burgers.

Carbon McCreditsFinancial reasons:

Bugs are greener than cows

Bella x Gust Frieda x Ferdinand

Bella Jr.+

1485Frieda Jr. – Ferdinand Jr. – Fritz – Freddy – Fanny – Fred – Fieke – Flip – Felix – Firmin – Fabio – Flo – Farid – Florent – Frederik…

Eiwitten

Vetten

Cholesterol

Koolhydraten

22,8 %

2,2 %

3,3 %

0,01%

19,1 %

17,6 %

0%

67,8 %

McBug

Carbon McCredits

McDonald’s sells 75 hamburgers per second. Or at least 6,480,000 hamburgers per day.

2.365.200.000 burgers sold each year & 3,1kg CO2/ burger

7.3 billion kg CO2/year

Carbon McCredits• Hummer = 346g CO2/km• 1000 km = 346 kg CO2

• 1 year average: 30.000 km = 10.380 kg

• 5.3 million Hummers equal the footprint of all Mcdonaldʼs burgers.

•• Thatʼs EVERY Belgian car owner, • getting an EXTRA Hummer.

Belgian market is 0,24% of McDonaldʼs worldwide.. (5.676.480 burgers sold a year in Belgium)

17.597.088 kg CO2/year in Belgium.(from selling just burgers)

We want to decrease this amount with at least 4% in 2011.With 6% in 2012 and 7,5% in 2013.

Carbon McCredits

Selling less vs. selling more burgers?

➡Selling equal amount of burgers.

Selling 703.883 McBugs instead of normal ones in 2010. (4% of sold burgers in McDonaldʼs in Belgium)

Carbon McCredits

Are people ready for a burger with bugs?

If so, how do we best introduce the burger to reach our goals in reducing the carbon footprint?

And how do we get people past the initial disgust of the idea?

3 Questions:

1/ Are people ready for a burger with bugs?

Letʼs ask them.

Unbranded research includes.

Expert groups.Online questionnaire.

Testing.

Would you eat this burger?

75%

20%5%

75%

20%5%

0

13

25

38

50

TastyFattening

FakeHealthy

EcologicalNutritious

What does it look like?

70%

24%

6%

Would you eat this burger, knowing there’s no meat in it?

21

0

8

15

23

30

TastyFattening

FakeHealthy

EcologicalNutritious

What does it look like now?

22

0

8

15

23

30

TastyFattening

FakeHealthy

Ecological NutritiousOther

And when you know it’s made with bugs?

Other?

IEUW!!!

26

80%

20%

Would you want to taste this burger?

27

70%

30%

More than once?

Conclusions McBug• People want to know how itʼs made.

• They want to know which bugs were used.

• As expected, the initial feeling is not good.

• Once learned that itʼs tasty and environmentally sound, 80% would try it at least once.

• If it indeed tastes good, 70% would buy it again.

• Motivating people to try it: Challenge / Adventure / Interesting / Curiosity

2/ How do we best introduce the burger to reach our goal in reducing McDonaldʼs carbon footprint?

How the launch McBugs• People want to know how itʼs

made.

• They want to know which bugs were used.

• As expected, the initial feeling is not good.

• Once learned that itʼs tasty and environmentally sound, 80% would try it at least once.

• If it indeed tastes good, 70% would buy it again.

• Motivating people to try it: Challenge / Adventure / Interesting / Curiosity

• Inform them about production process.

• Information about type of bugs.

• Let people know we understand this. Weʼre not idiots.

• Be sure to communicate these benefits in the campaign.

• Taste tests. Free try-outs. No good taste = money back actions...

• Attract attention to these: Challenge / Adventure / Interesting / Curiosity

3/ Initial disgust?

Entomophagy“eating bugs”

Insect filth...

0,5 à 1 kg insects/year

75 fragments

60 fragments

5 fly eggs, 1 maggot

250 fragments

ʻt zit tussen uw oren...

39

Creative input

Dare to taste!

Creative briefing

Little Family Adventures.

42

Tone-of-voice

boodschap

44

Media

media approach = FUN

by:francesco.caccamese@germaine.beannemie.goegebuer@publicis.bedieter.riemaeker@saatchi.belaurens.sonneville@famous.be

Presentation for YoungPlannersBelgium

This is a fictional case.Data used in this case has is no way been provided/ approved by McDonald’s.