For the first time in 60 years of operation, the McDonald’s Corporation unveiled a new approach to the fast food experience –the “Create Your Taste” program. This new initiative reflected the changing landscape in QSR where customers desired quality over quantity. Customers now had the option to design their own menu items using a new digital kiosk.
To launch this program we used a full-on 360° approach featuring print, broadcast, web and interactive technology to create interest and build awareness in a few test restaurants.
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