• SUB CATEGORY :
    CORPORATE SOCIAL RESPONSIBILITY
  • COMPANY ENTERING :
    DDB MUDRA GROUP, MUMBAI
  • TITLE :
    EATQUAL
  • BRAND :
    MCDONALD'S
  • ADVERTISER :
    HARDCASTLE RESTAURANTS PVT. LTD.
  • AGENCY :
    DDB MUDRA GROUP, MUMBAI
  • CHIEF CREATIVE OFFICER :
    RAHUL MATHEW
  • 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
  • COPYWRITER :
    RAHUL SHARMA
  • AGENCY PRODUCER :
    JAY GAIKWAD/HRUSHIKESH INAMDAR
  • RETOUCHER :
    MANGESH KADAM
  • ACCOUNT DIRECTOR :
    ANURAG TANDON/GAURAV MAGOTRA/MURLI KRISHNAN
  • ACCOUNT MANAGER :
    DEBJANI ROYCHOUDHURY/SONALI SAVLA
  • ACCOUNT EXECUTIVE :
    ANCHAL BHOJWANI/BUNSI ISSAR
  • STRATEGIC PLANNING DIRECTOR :
    MEHAK JAINI
  • STRATEGIC PLANNING MANAGER :
    JAIPRAKASH TEKWANI
  • STRATEGIC PLANNER :
    SOMDATTA ROYCHOWDHURI
  • FILM PRODUCTION COMPANY :
    VANILLA FILMS, MUMBAI
  • DIRECTOR :
    HARSHIK SURAIYA
  • POST-PRODUCTION COMPANY :
    MOTHERSHIP PRODUCTION, MUMBAI
  • PHOTOGRAPHER :
    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. And then specifically targeted the community with our inclusive case. 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 :
    While our campaign made a larger point about McDonald's and inclusivity, it extensively targetted the differently abled community. We did it through spokespersons from the community and in groups in social media that targetted the community. Through partnerships with NGOs and by targetting NGOs in every restaurant's catchment area we further spread our message and also invited people to in-store events to enjoy their favourite burger in its inclusive avataar.
  • 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 where patrons could sample the new packaging. 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.
  • THE RESULT :
    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 33% Increase in Brand Trust 67% Increase in Brand Interest Usage of our EatQual packs grew 7x in last 3 months – That’s Nearly 1000 Disabled guests enjoying burgers equally EatQual received unprecedented love from everyone. It successfully changed the narrative of inclusivity in the country who sat up and took notice of a problem that we had long overlooked.