ABOUT

The Challenge:
In summer 2014, China and Taiwan had been harshly hit by several food safety scares. This also took a toll on Hong Kong’s food service industry – and especially on McDonald’s. Sales plummeted, and to make things worse, brand scores were down too, indicating a long recovery time for the business.

The Solution:
We found the solution in marriage counseling. Based on the 6 stages couples usually go through when rebuilding trust, we designed a brand refresh plan that determined message content and tone of voice against predicted shifts in consumer sentiment.

The Results:
Key brand metrics did not only bounce back, they reached record highs. Within only 12 weeks, we lifted comparable sales by 103 %, baseline by 8%, and average store sales by 29%.