CASE STUDY: McDonald’s

CASE STUDY: McDonald’s

Brand Purpose & Positioning

McDonald’s needed to renew their relevance with Millennial parents, the most health-conscious generation in history. By mapping the McDonald’s brand to our Passion Points™ construct, we helped them see that the root promise of McDonald’s had little to do with Happy Meals and hamburgers and everything to do with bringing families “truly together.” Global family sales increased 12% behind a new global restage.