MCDONALD’S U.K. PITCH
A site as tasty as the Big Mac
McDonald's had a paradox on their hands: while millions of people came through their doors every day, and their products were made of real beef and real ingredients, the consensus on the street was quite the opposite.
We decided that the best way to combat the skeptics was to deliver a site whose look and content was as appetizing as the food. The redesign of their stores (which had begun a few years earlier) should be followed online – premium content, that’s still fun and engaging, would help lift their image from guilty pleasure to proud badge.