McD Eatqual campaign

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“I’m lovin it”. McDonald’s is a household brand we are all aware of. 

McDonald’s has been in India for over 25 years now. With many of its products catering to the Indian taste palette, it is a go-to destination for many of us. Many millennials and a majority of Genz’s have had their first burger in McDonald’s. 

It makes a global promise of ‘Make Delicious Feel-Good Moments Easy For Everyone’ and continues to deliver on it by coming up with new innovative ideas. 

The differently-abled people in India, who account for 2% of the Indian population (nearly 27 million people), often get neglected by marketing efforts and national initiatives. 

At McDonald’s, when disability was discussed, it was oriented more towards easy access rather than the feel-good factor for all. 

The problem for people with upper limb disabilities was raised and the brand realized that they had to make the feel-good factor alive for everyone irrespective of who they are and where they come from. 

The brand invited many people with upper limb disabilities to come together and give their input on the packaging solutions. Many admitted that they faced problems keeping all the ingredients locked in, and they even confessed to not having eaten in public due to the stares they received out of pity. 

To make the brand more inclusive, many objectives were laid out.


Source: https://markedium.com/

The #EatQual campaign was trying to change the packaging that had been the same for years. However, it was met with the challenge of the covid 19 pandemic. The launch of the EatQual packaging clashed with the first wave of the pandemic, a time when the country had to face a nationwide lockdown that went on for months followed by the second wave. At such a critical time, people’s faith in the outside food had died, and the campaign was affected negatively. 

McDonald’s partnered with NASEOH (National Society For Equal Opportunities For the Handicapped) India to make the experience better for differently abled people. After a month, prototype solutions were introduced. 

The participants enjoyed the experience for the first time then. They said they could enjoy the burger without worrying about the ingredients falling out. They could also focus more on the taste. On the 3rd of December, International Day of Persons with Disabilities, EatQual was launched via press release and a social media post. An in-store event was organized where children with disabilities from NGOs were invited to enjoy the burgers in the new packaging. The event was also endorsed across social media platforms. eatqual campaign 2 The campaign saw an increase in brand trust. It also enabled the overall opinion of the brand to move up, covering pre-covid figures from the early 2020s. 


Source: https://www.socialsamosa.com/

The campaign received several nominations and awards:

 1. Spikes Asia 2022 – 6 (1 Grand Prix, 1 Gold, 3 Silver, 1 Bronze) 

2. Cannes Lion 2021 – 3 Shortlists (2 in Design and 1 in PR) 

3. London International Awards 2021 – 2 (1 Silver, 1 Bronze)

 4. Kyoorius Creative Awards 2021 – 4 (3 Blue Elephants, 1 Baby Blue Elephant) 

5. AdFest INNOVA Lotus 2022 – 5 Shortlist (Results awaited) 

6. EMVIES India 2021 – 2 Nominations (Results awaited) 

Arvind RP, Director – Marketing & Communications, McDonald’s India (West and South) “According to the World Health Organization, around 15% of the world’s population lives with some form of disability. 

And yet, the world just isn’t made for them. EatQual stems from this fact. It is an inclusivity platform that we will continue to build. The EatQual packaging marks just the first step in that direction. We aim to launch a host of new, meaningful innovations to make the McDonald’s experience easy for everyone.”


-Nishita Jain

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