Ronald’s RoadKenzie Fetzer, Summer Borowski, Jordan Loyd

Our ProblemMisconceptions about the quality of

McDonald’s food.

The truthful information, posted by McDonald’s, is not as open / transparent as it could be. Push people to the site for their Food FAQ (What

We’re Made Of)

Our Goals Inform the customer’s about the quality of

McDonald’s food in a fun and interactive way.

We want customers to discover the truthful information in a way that is enjoyable and education.

The TargetOur target customers are those who already

eat at McDonald’s locations, as well as those who do not. Word of mouth is an ideal spread of the campaign.

We do not want to segment down the customers too much, because everyone who visits McDonald’s can learn new, positive, things about how the company prides itself on quality.

Key Consumer InsightsA great deal of misinformed information about

food quality. The internet has further perpetuated the spread of

misconceptions. Fake meat “blended parts” Supersize Me facts

People do not realize that 87% of McDonald’s are locally franchised.

Main MessageBecause McDonald’s values their consumer

above all else, they themselves uphold quality to the highest standards.

“Feel Good About the Food You Already Love”

Our Plan: Ronald’s Road The “Yellow Brick Road of McDonald’s”

In store Vinyl Ronald (Each numbered) foot prints leading

from the door to the counter – great advertising for little money Banner with quick introduction to Ronald’s Road Entry mat with two foot prints starting off the road Up the wall On the side of the drive through windows Each with a fun fact about McDonald’s food quality

Interactive Wall Trivia / Games

Drive – Through

Billboard

Print CampaignRonald’s big, red footprint incorporated in all

print ads

“Feel good about the food you already love”

“Go to mcdonalds.com to find out what Ronald’s Road is all about”

Print

Guerrilla TacticsLight rail foot prints

Sidewalk chalk foot prints leading to McDonald’s restaurants

Kids day in the park, “Romp with Ronald” (paint/chalk footprints) Kids activity day, promoting a balanced and active

lifestyle. Encouraging kids to get out and play Activities and games set up in the park Invite News Stations to join in on the fun

PR!

Storefront

On-Line Media TacticsShare your favorite Ronald’s facts on Facebook,

Twitter

Banner ad (footprints coming down the screen)

QR codes at restaurants

Banner Ad Example

Radio[Sound of feet]

[Squeaking]

[More footsteps]

[Whisper] “Did you know that McDonald’s only uses fresh USDA Grade A shell eggs for breakfast sandwiches?”

“Come on in to McDonald’s to find out what the rush is about”

Why The Consumer Will Believe ItReal facts!

Naturally fed animals; none of the meat is fake. Same chicken as Tyson, only breast meat. Burgers are 100% beef, no added fat. Freshly cracked eggs.

Targets everyone!

Questions?