Our Food. Your Questions.
Functioned as part of a diversified team with different areas of expertise that successfully launched company’s first ever U .S. social media transparency campaign, “Our Food. Your Questions.” Answered consumers' questions openly and honestly and helped positively change consumers' brand perceptions on average by 67%, with over 5,300,000,000 paid, owned, and earned media impressions to date.
Our Food. Your Questions. Website and Info-graphics
McDonald's Pop-Up Shop "Arches"
Implemented first ever pop-up retail store, "Arches," selling branded merchandise to employees, franchise owners, and
consumers for one week and donating 5% of the $13,000 proceeds to Ronald McDonald House Charities.
Create Your Taste "Build Your Burger"
Led design strategy and creative vision for company's “Create Your Taste" menu innovation restaurant test (new customized
food experience concept, giving customers freedom to order food via digital kiosks by selecting from menu of real and fresh
ingredients to create personalized burgers). Averaged 50% of weekend meal sales in 30 restaurants and will be expanding to
2,000 restaurants in 2015.
McDonald's Sochi Olympics "Celebrate with a Bite"
Partnered with Music Dealers and DDB Worldwide to produce emotionally driven Olympics TV campaign, "Celebrate with a Bite," making young New Zealand band, The Wyld, famous (only indie band to make it into U.S. Spotify's top ten most viral tracks during TV air dates in 2014), and creating social engagement success story for brand and band.
McDonald's Digital Menu Board Case Study
McDonald's Digital Menu Board
Oversaw creative vision for global redesign of company front counter area. Implemented functional design to address gaps in consumer experience by making it easier for customers to order their meals. Increased consumer brand perception scores by 110%.
Developed global digital menu board design strategy, highlighting company's food quality story using proprietary food photography and animation. Created brand consistency across 36,000 restaurants.