CASE STUDIES - McDonald's (Belgium)

Client:   McDonald's Belgium - www.mcdonalds.be Sector:   Corporate, Restaurant Media Used in Case Studies:   Print   Click here to review the entire McDonald's portfolio.

Their Communication Need
In 2003, McDonald's Denmark opened the first HFC/HCFC/CFC-free restaurant to test alternative refrigerants. This was not just McDonalds' first greenhouse gas free restaurant, but the first one by anyone in the world. They were eager to share the learnings from this process to the world.

The Business Communication Solution
Morris & Chapman were asked to find the best way to explain the benefits of this process to the various climate stakeholders in Europe. A series of environmentally friendly printed pieces were developed and sent to the key stakeholders including big media.

Results
This venture was well received by media and garnered praise from some environmental groups and many others that are highly involved in slowing climate change.

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