Beginning in November 2008, McDonald’s will introduce its new generation of global packaging, said to be the most comprehensive rollout in the brand’s history.
All 118 McDonald’s countries will participate in the rollout over the next two years, putting the brand’s food quality story front and center and directly into the hands of customers – some 56 million every day.
Through a blend of bold text and powerful images, the new packaging will illustrate the high quality ingredients and food prepared at McDonald’s. McDonald’s new global packaging will be consistent around the globe, using sophisticated graphics, photography and storytelling, with and without words.
“Our new packaging is a fresh way of sharing McDonald’s food quality story with our customers,” said Mary Dillon, McDonald’s global chief marketing officer. “The more people know about our food, the more they’ll love it.”
Packaging storylines include: “Chicken McNuggets—an excellent source of happiness. Ever notice it’s your mouth that smiles…That’s because it’s the part that gets to taste our McNuggets, made with white meat.”
Other food items, including the Big Mac and the company’s world famous fries carry their own storylines. Breakfast packaging tells that all 3 billion of the eggs served by McDonald’s are individually inspected.
While the packaging will reflect a global framework, it’s flexible enough to accommodate 21 languages while sharing stories about the quality of McDonald’s ingredients in a way that is locally relevant for customers around the world.
The new McDonald’s packaging will be introduced first in the United Kingdom, Ireland and the United States and continue rolling out worldwide through 2010.
McDonald’s is the leading global foodservice retailer with more than 31,000 local restaurants in more than 100 countries.