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