SlideShare a Scribd company logo
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

More Related Content

Similar to Bug burgers

Kerry_ Helping Healthier Snacks Taste Better 03 11 16 -2
Kerry_ Helping Healthier Snacks Taste Better 03 11 16 -2Kerry_ Helping Healthier Snacks Taste Better 03 11 16 -2
Kerry_ Helping Healthier Snacks Taste Better 03 11 16 -2
Geri Berdak
 
Brunch Food Things To Know Before You Get This
Brunch Food Things To Know Before You Get ThisBrunch Food Things To Know Before You Get This
Brunch Food Things To Know Before You Get This
ascull45r3
 
Plant Based Recipe Cookbook - Over 100 Mouth Watering Vegan Recipes
Plant Based Recipe Cookbook - Over 100 Mouth Watering Vegan RecipesPlant Based Recipe Cookbook - Over 100 Mouth Watering Vegan Recipes
Plant Based Recipe Cookbook - Over 100 Mouth Watering Vegan Recipes
MichealGhandour
 
Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi Nghi
Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi NghiYoung Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi Nghi
Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi Nghi
Phonl CL
 
8 Easy Facts About Food Bar Shown
8 Easy Facts About Food Bar Shown8 Easy Facts About Food Bar Shown
8 Easy Facts About Food Bar Shown
prickacm8c
 
Can Organic Kitchen Gardening avert an Urban Food Tragedy?
Can Organic Kitchen Gardening avert an Urban Food Tragedy?Can Organic Kitchen Gardening avert an Urban Food Tragedy?
Can Organic Kitchen Gardening avert an Urban Food Tragedy?
Karan Manral
 
THE FUTURE OF FOOD & DRINKS
THE FUTURE OF FOOD & DRINKSTHE FUTURE OF FOOD & DRINKS
THE FUTURE OF FOOD & DRINKS
Fitzroy BV
 
Onlinepersonaltrainerpresentation
OnlinepersonaltrainerpresentationOnlinepersonaltrainerpresentation
Onlinepersonaltrainerpresentation
Greg Jasnikowski
 
Ethical Food and Ethicurean
Ethical Food and EthicureanEthical Food and Ethicurean
Ethical Food and Ethicurean
November Tan
 
Expo West 2013: Trend Roundup
Expo West 2013: Trend RoundupExpo West 2013: Trend Roundup
Expo West 2013: Trend Roundup
Neighbor Agency
 
Cheez Doodle Advertising Book
Cheez Doodle Advertising Book Cheez Doodle Advertising Book
Cheez Doodle Advertising Book
Allison Dethmers
 
Cheez Doodles Advertising Campaign Book
Cheez Doodles Advertising Campaign BookCheez Doodles Advertising Campaign Book
Cheez Doodles Advertising Campaign Book
Jillian Koehnken
 
Food Waste presentation rodrigo
Food Waste presentation rodrigoFood Waste presentation rodrigo
Food Waste presentation rodrigo
Noel Hatch
 
Kettle Chips revamp
Kettle Chips revamp Kettle Chips revamp
Kettle Chips revamp
nwright2016
 
Connecting Consumers to Agriculture and Science
Connecting Consumers to Agriculture and ScienceConnecting Consumers to Agriculture and Science
Connecting Consumers to Agriculture and Science
University of Florida
 
Trendy food perspectives
Trendy food perspectivesTrendy food perspectives
Trendy food perspectives
ARMEN MEHRABYAN
 
Prop 37 Salon Brief
Prop 37 Salon BriefProp 37 Salon Brief
Prop 37 Salon Brief
dw+h
 
ISM Cologne, Germany - 2024 - New Retail Range Presentation
ISM Cologne, Germany - 2024 - New Retail Range PresentationISM Cologne, Germany - 2024 - New Retail Range Presentation
ISM Cologne, Germany - 2024 - New Retail Range Presentation
Mark Hepworth
 
Training & Nutrition Insider Secrets for a Lean-Body
Training & Nutrition Insider Secrets for a Lean-BodyTraining & Nutrition Insider Secrets for a Lean-Body
Training & Nutrition Insider Secrets for a Lean-Body
jennylurf
 
1Training-Nutrition-Secrets
1Training-Nutrition-Secrets1Training-Nutrition-Secrets
1Training-Nutrition-Secrets
John808Vincent
 

Similar to Bug burgers (20)

Kerry_ Helping Healthier Snacks Taste Better 03 11 16 -2
Kerry_ Helping Healthier Snacks Taste Better 03 11 16 -2Kerry_ Helping Healthier Snacks Taste Better 03 11 16 -2
Kerry_ Helping Healthier Snacks Taste Better 03 11 16 -2
 
Brunch Food Things To Know Before You Get This
Brunch Food Things To Know Before You Get ThisBrunch Food Things To Know Before You Get This
Brunch Food Things To Know Before You Get This
 
Plant Based Recipe Cookbook - Over 100 Mouth Watering Vegan Recipes
Plant Based Recipe Cookbook - Over 100 Mouth Watering Vegan RecipesPlant Based Recipe Cookbook - Over 100 Mouth Watering Vegan Recipes
Plant Based Recipe Cookbook - Over 100 Mouth Watering Vegan Recipes
 
Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi Nghi
Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi NghiYoung Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi Nghi
Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi Nghi
 
8 Easy Facts About Food Bar Shown
8 Easy Facts About Food Bar Shown8 Easy Facts About Food Bar Shown
8 Easy Facts About Food Bar Shown
 
Can Organic Kitchen Gardening avert an Urban Food Tragedy?
Can Organic Kitchen Gardening avert an Urban Food Tragedy?Can Organic Kitchen Gardening avert an Urban Food Tragedy?
Can Organic Kitchen Gardening avert an Urban Food Tragedy?
 
THE FUTURE OF FOOD & DRINKS
THE FUTURE OF FOOD & DRINKSTHE FUTURE OF FOOD & DRINKS
THE FUTURE OF FOOD & DRINKS
 
Onlinepersonaltrainerpresentation
OnlinepersonaltrainerpresentationOnlinepersonaltrainerpresentation
Onlinepersonaltrainerpresentation
 
Ethical Food and Ethicurean
Ethical Food and EthicureanEthical Food and Ethicurean
Ethical Food and Ethicurean
 
Expo West 2013: Trend Roundup
Expo West 2013: Trend RoundupExpo West 2013: Trend Roundup
Expo West 2013: Trend Roundup
 
Cheez Doodle Advertising Book
Cheez Doodle Advertising Book Cheez Doodle Advertising Book
Cheez Doodle Advertising Book
 
Cheez Doodles Advertising Campaign Book
Cheez Doodles Advertising Campaign BookCheez Doodles Advertising Campaign Book
Cheez Doodles Advertising Campaign Book
 
Food Waste presentation rodrigo
Food Waste presentation rodrigoFood Waste presentation rodrigo
Food Waste presentation rodrigo
 
Kettle Chips revamp
Kettle Chips revamp Kettle Chips revamp
Kettle Chips revamp
 
Connecting Consumers to Agriculture and Science
Connecting Consumers to Agriculture and ScienceConnecting Consumers to Agriculture and Science
Connecting Consumers to Agriculture and Science
 
Trendy food perspectives
Trendy food perspectivesTrendy food perspectives
Trendy food perspectives
 
Prop 37 Salon Brief
Prop 37 Salon BriefProp 37 Salon Brief
Prop 37 Salon Brief
 
ISM Cologne, Germany - 2024 - New Retail Range Presentation
ISM Cologne, Germany - 2024 - New Retail Range PresentationISM Cologne, Germany - 2024 - New Retail Range Presentation
ISM Cologne, Germany - 2024 - New Retail Range Presentation
 
Training & Nutrition Insider Secrets for a Lean-Body
Training & Nutrition Insider Secrets for a Lean-BodyTraining & Nutrition Insider Secrets for a Lean-Body
Training & Nutrition Insider Secrets for a Lean-Body
 
1Training-Nutrition-Secrets
1Training-Nutrition-Secrets1Training-Nutrition-Secrets
1Training-Nutrition-Secrets
 

Recently uploaded

Call8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessingCall8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessing
➑➌➋➑➒➎➑➑➊➍
 
Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
Aggregage
 
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
Adnet Communications
 
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Operational Excellence Consulting
 
Business storytelling: key ingredients to a story
Business storytelling: key ingredients to a storyBusiness storytelling: key ingredients to a story
Business storytelling: key ingredients to a story
Alexandra Fulford
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
CLIVE MINCHIN
 
Chapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .pptChapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .ppt
ssuser567e2d
 
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Neil Horowitz
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
Top Forex Brokers Review
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
MJ Global
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
Lacey Max
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
LuanWise
 
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Lviv Startup Club
 
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
hartfordclub1
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
techboxsqauremedia
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
Any kyc Account
 
How to Implement a Real Estate CRM Software
How to Implement a Real Estate CRM SoftwareHow to Implement a Real Estate CRM Software
How to Implement a Real Estate CRM Software
SalesTown
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
SOFTTECHHUB
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Holger Mueller
 

Recently uploaded (20)

Call8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessingCall8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessing
 
Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
 
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
 
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
 
Business storytelling: key ingredients to a story
Business storytelling: key ingredients to a storyBusiness storytelling: key ingredients to a story
Business storytelling: key ingredients to a story
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
 
Chapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .pptChapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .ppt
 
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
 
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
 
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
 
How to Implement a Real Estate CRM Software
How to Implement a Real Estate CRM SoftwareHow to Implement a Real Estate CRM Software
How to Implement a Real Estate CRM Software
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
 

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