Supersize me, a documentary film directed by M. Spurlock was broadcasted on all the cinemas around the world. During a 30 days period, Mr. Spurlock ate only McDonald’s food. This tricky film documents this lifestyle’s drastic effect on his physical and psychological well-being, and explores the fast food industry’s corporate influence, including how it encourages poor nutririon for it’s own profit. The film was a major success in many countries around the world.
1. McDonald’s reputation dropped down dramatically
2. The franchisees – owners of the McD’s restaurants – put all the pressure at McD’s marketing team to solve the embarrassing situation, therefore the agency worked hand in hand with McD Marketing searching ideas to solve this complicating moment.
3. The whole fast food industry were suffering but specially McD’s, as it was the icon.
For the Spanish market, we add a local turn to quickly connect with the target and gain the public opinion. Our approach consisted on contracting Maria Vasco for 2 years as brand ambassador. Therefore, it let us reinforce the new McD’s healthy food stlyle positioning with an athletic style of living. (María Vasco was a very famous spanish Olympic medallist at that time.) We adapted all the materials developed adding María’s image on them (direct mkt, advertising, POS, menuboards and packaging). We convinced the franchisees to pay the extra costs for launching this campaign. We strongly succeded, changing the perception of McDonald’s to a more healthy food style restaurant.