In an attempt to bust a myth and create awareness about the sourcing story and Indian origin, McDonald’s launched #TrulyIndianBurger.
McDonald’s is often looked at as the quintessential ‘western brand’. This often leads people to assume that the house favourite burgers from McDonald’s India are also ‘western’ in their origin.
Hardcastle Restaurants Pvt. Ltd. (HRPL), the franchisee of McDonald’s in West and South India, steps in to tell the fascinating story of the “Truly Indian Burger”. Conceptualized and executed by the 22feet Tribal Worldwide, the ‘Truly Indian Burger’ campaign explains how the McDonald’s burgers are an amalgamation of the agricultural produce from across India.
Led by three 15-seconder digital films, the campaign is being further supported by an interactive microsite (best experienced on mobile handsets) which tells the sourcing stories of key ingredients of McDonald’s food products in an engaging way. People visiting restaurants can simply scan the QR Code on the tray-mat to know the sourcing story of their favourite burger. The campaign has cumulatively reached over 1 million people.
The second film- Jalapenos, talk about the burst of flavour every time you bite into the jalapenos in your Maharaja Mac burger.
Speaking on the campaign, Arvind RP, Director –Marketing and Communications, HRPL said, “Our goal has always been to only use the best and the freshest ingredients to make the food we serve. To ensure this, over the years, we have invested significantly to bring in global best practices and the latest farming technologies to India that empower our farmers to locally grow and produce world-class ingredients.”
Gaurav Magotra, Business Head- West, 22feet Tribal Worldwide added, “There is a lot of effort that goes behind making the perfect burgers that we eat at the McDonald’s stores. The brief for us was to tell the right story- the Good Food Story of locally ingredients sourced from different parts of India. And what better occasion than Independence Day to talk about the food that is truly Indian. #TrulyIndianBurger celebrates a little bit of India that is present in all the McDonalds burgers.”