In a renewed version of Open Doors, where McDonald's opens its kitchens to publicize its processes, we worked with the brand in a campaign in which influencers and journalists participated.
Under the slogan #OpenToAll, the campaign moved to the social networks to open the conversation on those issues that represent the brand: Nutrition and Health, Quality, First Formal Employment, Recycling, and Diversity and Inclusion.
Transparency
Since 2014, Arcos Dorados has opened the doors of its McDonald’s brand stores to make the quality and hygiene processes in the preparation of hamburgers transparent.
What is Open Doors?
Open Doors allows its customers to know the kitchen and grasp firsthand how each ingredient is worked daily.
As part of the “International Day of Transparency,” which was celebrated last Monday, September 27, McDonald’s presented a new edition of Open Doors, which has already allowed more than 15 million people in Latin America to learn how the most famous hamburgers and fries in the world are prepared.
Due to the capacity limits allowed in restaurants because of the pandemic, the classic program was moved to social networks. With transparency on each product’s elaboration process, all of the audience’s questions got answered.
Open to All
From Oxean Cross Internal Communications, together with the McDonald’s team, we activated the #OpenToAll Campaign, which would emulate the in-person experience and virtually show the kitchens through the visit of influencers and journalists to their stores.
We set a dual purpose:
- Position the brand through the five pillars of #OpenToAll: Nutrition and Health, Quality, First Formal Employment, Recycling, and Diversity and Inclusion, with the participation of influencers in the selected facilities.
- Work the employer brand with the Crew from Community Cool (the brand's Instagram profile channel to generate conversations with the young people who attend the stores).
How did we do it?
- We put together a 360 Plan thinking of all the brand's audiences to strategically design the action and communicate it.
- We designed a gift unboxing for influencers and PR to promote the action and invite them to cook in the restaurants.
- We carried out the social media coverage: we developed the scripts, produced the influencers' tours in the restaurants, and generated videos to tell the story to the involved audiences.
- We coordinated the live broadcast for Channel 13 together with the Local Team. From the Carlos Mugica settlement (ex Villa 31) store, we told the whole experience from the kitchen and interviewed Germina, who shared her story of growth within the brand.
- We generated a video with the crew where they told us about what they do daily.
Undoubtedly, one more step to show the importance of transparency as an essential value for McDonald's and a new work action that feeds our history with the brand.
