Over the months of April and May, McDonald’s™ Malta launched its ‘100% Real 2Q14’ campaign, aimed at transmitting its commitment to quality to all its consumers.
The campaign, that was entirely created and executed by globally affiliated advertising agency TBWA\ANG, included a dedicated microsite detailing the franchise’s commitment to genuine produce, in-store informational material, as well as a guerrilla stunt involving a traditional local vegetable truck, sporting the McDonald’s™ colours, that toured several popular areas across the Island.
Described as “one of the most creative initiatives in the chain’s product-quality campaign” by The Huffington Post, the campaign caught the attention of several marketing and food aficionados and went viral over the span of a couple of hours, trending on social media sites such as Twitter.
“We are truly honoured to see our efforts being recognised internationally, and are thrilled to witness disruption on such a widespread audience!” attested Ivan Filletti, CEO at TBWA\ANG. DISRUPTION® lies at the core of the entire international TBWA advertising network and revolves around the philosophy of change and growth.
Malta represents one of the smallest markets for the McDonald’s Corp operating 10 stores across Malta and Gozo. Nevertheless, according to The Huffington Post, “McDonald's may not bring the Quality Truck to other markets, but it could use the "100% Real" tagline used on the truck and in-store on tray liners promoting food quality.”
“We are so happy with the outcome of this campaign,” commented Laura Jasenaite, Group Marketing Director at Premier Capital, operating restaurants in Malta, Greece and the Baltics. “We work very hard to ensure consistent quality of our food and we are very statisified with the feedback we received from our cutomers after seeing our "100% Real" campaign. We are also very pleased to have partnered with TBWA\ANG who have ensured that McDonald’s™ commitment to its customers was even noted at an international level,” she concluded.
For further information about the 100% Real 2Q14 campaign kindly visit www.mcdonalds.com.mt/quality