McDonald's Created 'The Salad Society' to Promote Its Healthy Options
Katherine Pendrill — June 16, 2016 — Marketing
References: youtu.be & marketingmag
Last summer, McDonald's Canada created a pop-up called 'The Salad Society' as a way of cleverly marketing its products to those who would not normally eat at the fast food chain. With a contemporary look and fresh ingredients, the pop-up served as a creative way to promote the chain's healthier menu options.
The Salad Society was developed by McDonald's Canada and the creative agency Tribal DDB Toronto. The marketing stunt involved launching an unassuming pop-up that served fresh salads made from ingredients such as baby kale, couscous and feta. The happy diners were only made aware of the fact that they were eating McDonald's products when they got to the bottom of their bowl and saw the chain's familiar logo.
The pop-up was designed to help the fast food brand change perceptions about its food by letting the ingredients speak for themselves. As Solange Bernard of McDonald's Canada explains, "We know there's some skepticism about McDonald's ability to introduce amazing salads with fresh ingredients, so this is our attempt to turn those notions on their head."
The Salad Society was developed by McDonald's Canada and the creative agency Tribal DDB Toronto. The marketing stunt involved launching an unassuming pop-up that served fresh salads made from ingredients such as baby kale, couscous and feta. The happy diners were only made aware of the fact that they were eating McDonald's products when they got to the bottom of their bowl and saw the chain's familiar logo.
The pop-up was designed to help the fast food brand change perceptions about its food by letting the ingredients speak for themselves. As Solange Bernard of McDonald's Canada explains, "We know there's some skepticism about McDonald's ability to introduce amazing salads with fresh ingredients, so this is our attempt to turn those notions on their head."
Trend Themes
1. Interactive Marketing Stunts - Creating pop-up experiences that challenge consumer perceptions and promote products in unexpected ways, like McDonald's 'The Salad Society'.
2. Clever Branding Strategies - Using innovative approaches to change consumer perceptions and create new associations with established brands, as demonstrated by McDonald's Salad Society pop-up.
3. Health-conscious Fast Food Initiatives - Introducing menu options that cater to health-conscious consumers and challenge stereotypes surrounding fast food chains, exemplified by McDonald's use of fresh ingredients for their salads.
Industry Implications
1. Event Planning and Experiential Marketing - Bringing together creative teams that can design immersive and interactive pop-up experiences to attract and engage customers.
2. Advertising and Branding - Employing innovative techniques to change consumer perceptions and develop unique brand associations that stand out in the market.
3. Fast Food and Quick-service Restaurants - Exploring new approaches to cater to health-conscious consumers and redefine the image of fast food chains.
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