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McDonald’s is going green
McDo = green
Why?




       3
Carbon McCredits
Environmental reasons:

The production of meat is
very straining on the
environment.

Cows are not “green”.

There are alternatives that
are also healthier.
Carbon McCredits
Financial reasons:

Meat is getting more expensive for
consumers.

For producers, there are more costs for
producing meat. (transport & taxes)

Itʼs becoming increasingly less profitable to
sell burgers.
Bugs are greener than cows
Bella x Gust          Frieda x Ferdinand




                                                     +
 Bella Jr.     Frieda Jr. – Ferdinand Jr. – Fritz –1485
               Freddy – Fanny – Fred – Fieke –
               Flip – Felix – Firmin – Fabio – Flo –
               Farid – Florent – Frederik…
19,1 %             Eiwitten                   22,8 %




            17,6 %           Vetten      3,3 %




67,8 %                    Cholesterol          0,01%

                     0%   Koolhydraten   2,2
                                         %
McBug
Carbon McCredits

McDonald’s sells 75 hamburgers per second.
Or at least 6,480,000 hamburgers per day.

2.365.200.000 burgers sold each year & 3,1kg CO2/ burger




7.3 billion kg CO2/year
Carbon McCredits
• Hummer = 346g CO2/km
• 1000 km = 346 kg CO2
• 1 year average: 30.000 km = 10.380 kg
• 5.3 million Hummers equal the footprint of all
 Mcdonaldʼs burgers.

• Thatʼs EVERY Belgian car owner,
• getting an EXTRA Hummer.
Carbon McCredits

Belgian market is 0,24% of McDonaldʼs
worldwide.. (5.676.480 burgers sold a year in Belgium)

17.597.088 kg CO2/year in Belgium.
(from selling just burgers)



We want to decrease this
amount with at least 4% in 2011.
With 6% in 2012 and 7,5% in 2013.
Carbon McCredits

Selling less vs. selling more burgers?

 ➡ Selling equal amount of burgers.

Selling 703.883 McBugs instead of normal
ones in 2010. (4% of sold burgers in McDonaldʼs in Belgium)
3 Questions:

Are people ready for a burger with bugs?

If so, how do we best introduce the burger
to reach our goals in reducing the carbon
footprint?

And how do we get people past the initial
disgust of the idea?
1/ Are people ready for a burger with bugs?

            Letʼs ask them.
Unbranded research includes.
Online questionnaire.
Expert groups.
Testing.
Would you eat this burger?

              5%


        20%




                   75%
What does it look like?
 50


 38


 25


 13

                                                          Nutritious
                                             Ecological
  0                         Fake
                                   Healthy

                Fattening
        Tasty
Would you eat this burger,
knowing there’s no meat in it?
              6%




        24%




                    70%
What does it look like now?
  30


  23


  15


   8

                                                           Nutritious
                                              Ecological
   0                         Fake
                                    Healthy
                 Fattening
         Tasty
                                                                  21
And when you know it’s made
with bugs?
 30
                                                     Other?


 23


 15


  8

                                                                      Other
                                                         Nutritious
  0                               Healthy
                                            Ecological
                           Fake
               Fattening
       Tasty                                                                  22
! ! !
   U W
I E
Would you want to taste this
burger?
          20%




                  80%

                               26
More than once?


        30%




                  70%



                        27
Conclusions McBug
• People want to know how itʼs made.
• They want to know which bugs were used.
• As expected, the initial feeling is not good.
• Once learned that itʼs tasty and environmentally sound,
 80% would try it at least once.

• If it indeed tastes good, 70% would buy it again.
• Motivating people to try it:
  Challenge / Adventure / Interesting / Curiosity
2/ How do we best introduce the burger to
reach our goal in reducing McDonaldʼs
carbon footprint?
How the launch McBugs
•   People want to know how itʼs          •   Inform them about production
    made.                                     process.

•   They want to know which bugs          •   Information about type of bugs.
    were used.

•   As expected, the initial feeling is   •   Let people know we understand
    not good.                                 this. Weʼre not idiots.

•   Once learned that itʼs tasty and      •   Be sure to communicate these
    environmentally sound, 80% would          benefits in the campaign.
    try it at least once.

•   If it indeed tastes good, 70% would   •   Taste tests. Free try-outs. No good
    buy it again.                             taste = money back actions...

•   Motivating people to try it:          •   Attract attention to these:
    Challenge / Adventure /                   Challenge / Adventure /
    Interesting / Curiosity                   Interesting / Curiosity
3/ Initial disgust?
Entomophagy
“eating bugs”
Insect filth...
          0,5 à 1 kg insects/year
                         75 fragments
                         60 fragments
                         5 fly eggs, 1
                         maggot
                         250 fragments
ʻt zit tussen uw oren...
Creative input




                 39
Creative briefing


     Dare to taste!
  Little Family Adventures.
Tone-of-voice




                42
boodschap
Media




        44
media approach = FUN
This is a fictional case.
Data used in this case has is no way been
provided/ approved by McDonald’s.




Presentation for
YoungPlannersBelgium
by:
francesco.caccamese@germaine.be
annemie.goegebuer@publicis.be
dieter.riemaeker@saatchi.be
laurens.sonneville@famous.be

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Bug burgers

  • 3. Why? 3
  • 4. Carbon McCredits Environmental reasons: The production of meat is very straining on the environment. Cows are not “green”. There are alternatives that are also healthier.
  • 5. Carbon McCredits Financial reasons: Meat is getting more expensive for consumers. For producers, there are more costs for producing meat. (transport & taxes) Itʼs becoming increasingly less profitable to sell burgers.
  • 6. Bugs are greener than cows
  • 7.
  • 8. Bella x Gust Frieda x Ferdinand + Bella Jr. Frieda Jr. – Ferdinand Jr. – Fritz –1485 Freddy – Fanny – Fred – Fieke – Flip – Felix – Firmin – Fabio – Flo – Farid – Florent – Frederik…
  • 9. 19,1 % Eiwitten 22,8 % 17,6 % Vetten 3,3 % 67,8 % Cholesterol 0,01% 0% Koolhydraten 2,2 %
  • 10. McBug
  • 11. Carbon McCredits McDonald’s sells 75 hamburgers per second. Or at least 6,480,000 hamburgers per day. 2.365.200.000 burgers sold each year & 3,1kg CO2/ burger 7.3 billion kg CO2/year
  • 12. Carbon McCredits • Hummer = 346g CO2/km • 1000 km = 346 kg CO2 • 1 year average: 30.000 km = 10.380 kg • 5.3 million Hummers equal the footprint of all Mcdonaldʼs burgers. • Thatʼs EVERY Belgian car owner, • getting an EXTRA Hummer.
  • 13. Carbon McCredits Belgian market is 0,24% of McDonaldʼs worldwide.. (5.676.480 burgers sold a year in Belgium) 17.597.088 kg CO2/year in Belgium. (from selling just burgers) We want to decrease this amount with at least 4% in 2011. With 6% in 2012 and 7,5% in 2013.
  • 14. Carbon McCredits Selling less vs. selling more burgers? ➡ Selling equal amount of burgers. Selling 703.883 McBugs instead of normal ones in 2010. (4% of sold burgers in McDonaldʼs in Belgium)
  • 15. 3 Questions: Are people ready for a burger with bugs? If so, how do we best introduce the burger to reach our goals in reducing the carbon footprint? And how do we get people past the initial disgust of the idea?
  • 16. 1/ Are people ready for a burger with bugs? Letʼs ask them.
  • 17. Unbranded research includes. Online questionnaire. Expert groups. Testing.
  • 18. Would you eat this burger? 5% 20% 75%
  • 19. What does it look like? 50 38 25 13 Nutritious Ecological 0 Fake Healthy Fattening Tasty
  • 20. Would you eat this burger, knowing there’s no meat in it? 6% 24% 70%
  • 21. What does it look like now? 30 23 15 8 Nutritious Ecological 0 Fake Healthy Fattening Tasty 21
  • 22. And when you know it’s made with bugs? 30 Other? 23 15 8 Other Nutritious 0 Healthy Ecological Fake Fattening Tasty 22
  • 23.
  • 24. ! ! ! U W I E
  • 25.
  • 26. Would you want to taste this burger? 20% 80% 26
  • 27. More than once? 30% 70% 27
  • 28. Conclusions McBug • People want to know how itʼs made. • They want to know which bugs were used. • As expected, the initial feeling is not good. • Once learned that itʼs tasty and environmentally sound, 80% would try it at least once. • If it indeed tastes good, 70% would buy it again. • Motivating people to try it: Challenge / Adventure / Interesting / Curiosity
  • 29. 2/ How do we best introduce the burger to reach our goal in reducing McDonaldʼs carbon footprint?
  • 30. How the launch McBugs • People want to know how itʼs • Inform them about production made. process. • They want to know which bugs • Information about type of bugs. were used. • As expected, the initial feeling is • Let people know we understand not good. this. Weʼre not idiots. • Once learned that itʼs tasty and • Be sure to communicate these environmentally sound, 80% would benefits in the campaign. try it at least once. • If it indeed tastes good, 70% would • Taste tests. Free try-outs. No good buy it again. taste = money back actions... • Motivating people to try it: • Attract attention to these: Challenge / Adventure / Challenge / Adventure / Interesting / Curiosity Interesting / Curiosity
  • 33.
  • 34.
  • 35.
  • 36. Insect filth... 0,5 à 1 kg insects/year 75 fragments 60 fragments 5 fly eggs, 1 maggot 250 fragments
  • 37. ʻt zit tussen uw oren...
  • 38.
  • 40.
  • 41. Creative briefing Dare to taste! Little Family Adventures.
  • 44. Media 44
  • 46. This is a fictional case. Data used in this case has is no way been provided/ approved by McDonald’s. Presentation for YoungPlannersBelgium by: francesco.caccamese@germaine.be annemie.goegebuer@publicis.be dieter.riemaeker@saatchi.be laurens.sonneville@famous.be