Making a global restaurant brand part of everyday Swiss life in 20 years

MCDONALD’S SWITZERLAND

Lea Schindler

Lea Schindler

Senior Consultant

Sarah Buehler

Sarah Buehler

Senior Consultant

Nina Krucker

Nina Krucker

Partner & Head of Brand Communications

Elena Scacchi

Elena Scacchi

Currently travelling the world

Sibylle De Marin de Carranrais

Sibylle De Marin de Carranrais

Associate Consultant

Remo Gerisch

Remo Gerisch

Art Director

Rebecca Gerritsen

Rebecca Gerritsen

Polygraph

GĂ©raldine Mathys

GĂ©raldine Mathys

Consultant

 

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CHALLENGE

Although around 80% of the McDonald’s restaurants are operated by local companies, over 10,000 of the country’s farmers supply the ingredients and 7,000 people are employed by McDonald’s, the brand is still perceived as American.

STRATEGY & SOLUTION

The Open Doors programme is launched following a ‘Swissness’ campaign and fact communication on the origin of the ingredients. The emotional appeal of communication is boosted starting in 2014 thanks to a broad-based content strategy. Regionalised content is distributed via media and influencer relations, shows and events, a website with videos and stakeholders.

IMPACT

‘Origin of ingredients’ significantly improves awareness, and ‘close to the brand’ has a positive effect on the company’s image.