A fictional case about launching BugBurgers at McDonald's to reduce their ecological footprint for YoungPlannersBelgium.

1. McDonald’s is going green

2. McDo = green

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

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

24. ! ! !
U W
I E

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

31. 3/ Initial disgust?

32. Entomophagy
“eating bugs”

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...

39. Creative input
39

41. Creative briefing
Dare to taste!
Little Family Adventures.

42. Tone-of-voice
42

43. boodschap

44. Media
44

45. media approach = FUN

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