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SUB CATEGORY :
MCOMMERCE
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COMPANY ENTERING :
DDB MUDRA GROUP, MUMBAI
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TITLE :
EATQUAL COLOURS
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BRAND :
MCDONALD INDIA (WEST AND SOUTH)
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ADVERTISER :
HARDCASTLE RESTAURANTS PVT. LTD
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AGENCY :
DDB MUDRA GROUP, MUMBAI
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CHIEF EXECUTIVE OFFICER :
ADITYA KANTHY
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CHIEF CREATIVE OFFICER :
RAHUL MATHEW
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CREATIVE DIRECTOR :
SIDDHESH KHATAVKAR/HARSHADA MENON
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ART DIRECTOR :
KANCHI UNDEVIA
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COPYWRITER :
PALLAVI MEHROTRA/ASHWIN BALASUBRAMANIAN
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AGENCY PRODUCER :
JAY GAIKWAD/ALISHA DSOUZA
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ANIMATOR SPECIAL EFFECTS :
DARSHIKA KAPADIA
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ACCOUNT MANAGER :
AAROHI BHANUSHALI/BARKHA BISHT
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BUSINESS STRATEGY DIRECTOR :
DELON MASCARENHAS
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STRATEGIC PLANNING DIRECTOR :
MEHAK JAINI
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STRATEGIC PLANNING MANAGER :
ADITI HARIHARAN
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PLANNER :
VIDISHA JAIN
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MEDIA AGENCY :
MADISON, MUMBAI
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FILM PRODUCTION COMPANY :
ZIG ZAG FILMS, MUMBAI
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DIRECTOR :
SHREYA SHROFF/ANANT SINGH
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EXECUTIVE PRODUCER :
ANUPAMA ALHUWALIA
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FILM PRODUCER :
SHINA GUPTA
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CAMPAIGN SUMMARY :
McDONALD’S LONG TERM COMMITMENT
McDonald’s embarked on its inclusivity journey over the past four years through EATQUAL platform. The initiative began with an innovative burger packaging solution aimed at democratizing the two-handed burger-eating experience for individuals with upper limb mobility challenges.
EatQual was a 180-degree shift in Marketing for McDonald’s– from pure play product and price promotion in 2019, to emotional equity building post-pandemic.
We expanded the EatQual platform, featuring inspiring women like Rashmika Mandana, honouring communities with Diwali, Easter, Ramazan campaigns and local languages, catering to a broader range of dietary preferences like Jain options, taking intentional steps like diversity in hiring to create a welcoming workspace.
NEXT CHAPTER IN EATQUAL’s JOURNEY
Working on EatQual and interacting with people who experience McDonald’s differently got us thinking - who else was being deprived on a good experience with burgers or the brand? One could argue that taste is the most important when it comes to food but what often gets undermined is the role of ‘sight’ in taste.
TECHNOLOGY’s INTERVENTION IN EATING EQUALLY
Understanding that we eat with our eyes first, we acknowledged the challenges faced by the colour-blind community, where colours blur together, dampening the ordering and dining experience. In response, we extended our promise of inclusivity by introducing the 'Colour-Blind Friendly' technology on McDelivery, targeting 70 million colour-blind individuals in India.
McDELIVERY: NOW APPETIZING FOR ALL EYES
In addition to the launch, we leveraged storytelling through a film and social media to amplify awareness. Comedian Kenny Sebastian's collaboration injected entertainment into the campaign.
By optimizing touchpoints and focusing on experiences, McDonald's achieved 60% organic download lift and 50%+ feature usage.
The campaign generated INR 3.1 million in organic PR value, solidifying brand affinity and driving commercial success.
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CREATIVITY/IDEA/INSIGHT :
WE EAT WITH OUR EYES FIRST
The sensory journey of dining extends beyond taste and aroma;
it begins with the visual presentation of food. From vibrant greens to juicy reds, the colours on our plates get our mouths watering and set the stage for a tasty experience. Today, where food photography thrives as an art form and social media elevates visual food culture, the visual appeal of dishes has never been more crucial.
THE GIFT OF SIGHT IS NOT EQUAL
For people who can't see colours the way most of us do, experience of enjoying takes a different hue. Colour blindness, a condition where certain colours are indistinguishable or appear differently, makes it tough to really appreciate what's on the plate. What might seem like a burst of colours to one person could look dull to someone else.
WOULD GREY TOMATOES BE AS TEMPTING?
Imagine picking a dish when the colours on the menu don't make sense. For those with colour blindness, greens might look like beige, and reds might appear as browns. It's not just about choosing food; it's about feeling confident and excited to try something new. Same puts a damper on exploring new flavours and dishes.
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STRATEGY :
INDUSTRY TURNS A BLIND EYE TOWARDS THE COLOUR BLIND
Recognizing the unprecedented growth of daily online delivery user's post-pandemic, we ought to enhance inclusivity within our digital platforms. Through analysis, we identified an oversight: the needs of colour-blind customers were not adequately addressed in the ordering process by the industry, undermining their experience and sense of belonging.
A DELICIOUS FOOD MENU FOR ALL EYES
McDonald’s as a food brand made it a mission to rectify this disparity. We aimed to optimize every touchpoint of the customer journey, starting with the McDelivery app. We understand that for the colour-blind community, distinguishing between colours presents unique challenges, especially in the context of food selection.
To ensure ‘everyone’ savours McDonald’s equally, we landed on our proposition:
“WHEN IT COMES TO FOOD, WE SHOULD ALL SEE EQUAL”
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EXECUTION :
INDIA’s. FIRST COLOUR-BLIND FRIENDLY DELIVERY APP
• We unveiled the 'Colour-Blind Friendly' technology on World Sight Day, adapting app colours for various types of colour blindness on McDelivery app.
• Reaffirming McDonald's commitment to inclusivity, while enhancing customer satisfaction.
STORYTELLING THROUGH A COLOUR-BLIND LENS:
• Launched an engaging film featuring a real-life colour-blind photographer showcasing de-saturated photographs and his contrasting perception with that of individuals who can see colours.
• Film culminates in our app revealing true colours of an unappetizing burger.
DIGITAL INCLUSIVITY PROMOTED DIGITALLY
Pre-buzz, demo videos, and collaboration with influencers like Kenny Sebastian, a colour-blind comedian, elevated awareness and made
it entertainingly effective.
COLOUR-BLINDNESS KOLs:
• To build awareness, we hosted a panel discussion featuring a renowned ophthalmologist, our Marketing Head, and protagonist of our film—the colour-blind photographer.
COMMITMENT TO MAKE OUR FUTURE COLOUR-BLIND FRIENDLY:
• All our ad films will now have colour-blind friendly versions, ensuring accessibility for individuals.
• Even our digital menus will have this technology, ensuring inclusivity across touchpoints.
EXTENDING INCLUSIVE TECH TO ALL PLAYERS IN THE FOOD INDUSTRY:
• Embracing open-source principles, we extended our technology to 3PO partners and even competitors, opening up avenues for accessible and inclusive food industry.
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RESULT :
Inclusive Innovation, Impactful Engagement
60% Surge in Organic Downloads in the first month:
Our campaign ignited a 60% increase in organic downloads within the inaugural month, reflecting the resonance of our inclusive message and technology.
54% Active Feature Usage:
Over half of the app downloaders actively utilized the 'Colour-Blind Friendly' feature, affirming its practical relevance and user value.
1.2 Million Users tried the 'Colour-Blind Friendly' feature:
In just three months, 1.2 million individuals used Colour-Blind Friendly feature, signalling a successful adoption of the feature.
Democratization of brand:
‘Is a brand for someone like me’ scores increased by 7 points from 62 in precampaign to 69 post campaign, making the brand more and more democratic.
INR 3.1 Million Organic PR Value in 5 days:
Our campaign generated INR 3.1 million in organic PR value within a mere five days, sparking conversations and fostering positive brand associations.
Extensive Social Reach:
With over 3.9 million views and 2.6 million users reached across social platforms, our message resonated deeply, amplifying awareness of colour blindness and inclusive solutions.
These results underscore McDonald's commitment to inclusivity, driving engagement and reinforcing our brand's position as a beacon of accessibility in the digital era.
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