SUB CATEGORY :
COMPANY ENTERING :
DDB MUDRA GROUP, MUMBAI
HARDCASTLE RESTAURANTS PVT. LTD.
DDB MUDRA GROUP, MUMBAI
CHIEF CREATIVE OFFICER :
EXECUTIVE CREATIVE DIRECTOR :
ASHISH PHATAK/SHAGUN SEDA
CREATIVE DIRECTOR :
SIDDHESH KHATAVKAR/HARSHADA MENON/VILSEN GONSALVES/
VIVEK BHATIA/SHRUTI PARULEKAR
ART DIRECTOR :
ROY SEBASTIAN/AISHWARYA LIKHITE/ASHA DEORA/URJA PATEL
AGENCY PRODUCER :
JAY GAIKWAD/HRUSHIKESH INAMDAR
ACCOUNT DIRECTOR :
ANURAG TANDON/GAURAV MAGOTRA/MURLI KRISHNAN
ACCOUNT MANAGER :
DEBJANI ROYCHOUDHURY/SONALI SAVLA
ACCOUNT EXECUTIVE :
ANCHAL BHOJWANI/BUNSI ISSAR
STRATEGIC PLANNING DIRECTOR :
STRATEGIC PLANNING MANAGER :
STRATEGIC PLANNER :
FILM PRODUCTION COMPANY :
VANILLA FILMS, MUMBAI
POST-PRODUCTION COMPANY :
MOTHERSHIP PRODUCTION, MUMBAI
AVADHUT HEMBADE/SUNIL NAIK/VISHAL SANE
CAMPAIGN SUMMARY :
Everyone loves a burger. But not everyone is able to enjoy one. Millions of people around the world, with limited hand mobility, can’t eat a burger the way others can. With two able hands. Their favourite burger often strips them of their dignity and self-reliance. But McDonald’s as a brand has always stood for equality and inclusivity.
EatQual embodies that very belief. It’s a specially designed shell that holds the burger upright and gives firm support from the bottom so that you can hold the burger with one hand. We partnered with NGOs and disability experts to both design and test the ergonomics of this packaging.
The packaging has been made available at all McDonald’s stores and is also an option for home-delivery.
We announced the packaging through an extensive campaign, across mediums, that used both social and community engagement. We used a real-life electrocution survivor as the protagonist of our launch film, as well as a spokesperson at many of our in-store activities with the differently abled community.
Extensive personnel training, ensured that our staff was both aware and sensitive to the needs of the community. Stores used the NGOs in their catchment areas to further the cause and encouraged them to host their events at a McDonald’s.
Through influencers from the community, we further pushed our case for inclusivity, Literally.
THE BRIEF :
2% of India’s population is disabled, that’s nearly 27 million people - more than the entire population of Australia. 27 million individuals who are routinely left out of marketing efforts, national initiatives and even the most basic experiences, because of our deep-set apathy towards the disabled.
We realised that for many people with limited upper limb mobility the feel-good burger experience probably rated zero.
As McDonald’s our mission was to ‘Make Delicious Feel-Good Moments Easy For Everyone’. But when we discussed disability, we somehow only fixated on the easy i.e., access and not feel-good experience.
THE STRATEGY :
For most, eating a burger has been a very familiar experience. In pop culture and even in everyday life, the two-hand hold became an iconic code for burger eating.
But for people with limited upper limb mobility, eating their favorite burger often meant loss of dignity and independence, and a whole lot of embarrassment. Our research revealed that instead of being able to focus on the taste, they worried about making a mess or looking clumsy in a restaurant.
“She refuses to eat her burger with everyone at the party because she’s afraid it will all fall apart, and they’ll make fun of her” – Mother of a girl with limited upper arm mobility.
Many even confessed to not having eaten out in public in years due to the stares and looks of pity they usually get in restaurants
THE EXECUTION :
We announced EatQual initiative and packaging on 3rd December, International day of Persons with Disabilities, as a promise to make the experience of eating a burger equal for everyone, via press release and social media.
In-store events were organized in three cities: Mumbai, Pune & Chennai; where children with disabilities were invited to enjoy our burgers with the new packaging. Engagement with NGOs in the catchement area of McDonald's stores.
A video showcasing the experience of a differently-abled girl, who had lost her hand in an electrocution, enjoying the burger in the EatQual packaging was captured & was communicated via traditional media outlets, content publishers and picked up organically.
On social media, we collaborated with influencers from the differently abled community like
THE RESULT :
EatQual Captured the Country’s attention
• Impressions: 13.4 Million
• Reach: 11.1 Million
• Earned PR worth ₹7.2mn with just a meagre ₹200k spent on marketing
• Garnered 300k+ organic views in just 10 days
• Overall giving us a 35x return on investment
Improving McDonald’s Brand Scores
• 33% Increase in Brand Trust
• 67% Increase in Brand Interest
Inviting new audiences that had been long ignored by Food Retail
• Usage of our EatQual packs grew 7x in last 3 months – That’s Nearly 1000 Disabled guests enjoying burgers equally
EatQual received unprecedented love and praise from our fans and from the disabled community, successfully changing the narrative of inclusivity in an apathetic country who sat up and took notice of a problem that we had long overlooked.