Unwrapping McDonald's Newest Story

New packaging initiatives that connect with the world

Here at McDonald's, packaging is more than paper--it's a unique opportunity to make meaningful connections with more than 58 million people worldwide every day. Extending story and quality through one of our most visible mediums, we're moving forward in the areas that matter to you, our customer. Whether you're curious about our ingredients, or the freshness of our food, or committed to more environmentally responsible practices, our main goal is to meet you where you are. Research confirms that the new packaging conveys honesty and openness with customers and reminds them of our food’s quality and freshness.

"Packaging is the ideal place to tell stories," says Matt Biespiel, McDonald's Senior Director of Global Brand Strategy, "...whether our customers are eating in, driving thru, or having food delivered." In a market full of mixed messaging, where consumers are bombarded with advertising hundreds of times every day, our focus is on consistency and honesty, and building trust. This sensitivity, says Biespiel, "carries consistent brand messaging around quality and builds brand trust by encouraging people to learn more about the food they love."

The new McDonald's packaging uses striking, visual styles to communicate food passion and quality. Through beautifully photographed images of fresh, quality ingredients, stainless steel kitchen utensils, and the clear, direct messaging, McDonald's is building a modern tradition that challenges common misconceptions. "Language can make a brand as familiar as your best friend," says Marlena Peleo-Lazar, Vice President and Chief Creative Officer, McDonald's USA. "It creates a dialogue, entertains, informs, and sells. With this packaging, we're changing outdated perceptions and engaging in honest conversations with customers."

After U.K. and U.S. launches, the new packaging will extend to the rest of McDonald's top 10 markets in 2009. By the end of 2010, we'll have our quality story in customers' hands in 118 markets, from Argentina to Yugoslavia.