KYOORIUS ADVERTISING AWARDS - Direct (Experiential & Activations)

EatQual - Hardcastle Restaurants - McDonald's India JPG

Brand: McDonald's India
Client: Hardcastle Restaurants

EatQual - McDonald's India - Hardcastle Restaurants

Blue Elephant

Entry Title: EatQual
Brand: McDonald's India
Client: Hardcastle Restaurants
Description: Everyone loves a burger. But not everyone is able to enjoy one. Millions of people around the world, with limited hand mobility, aren’t able to eat a burger the way others can. With two able hands. A burger often strips them of their dignity and self-reliance.

Being a leading burger brand, McDonald’s wanted to change this. We decided to make burger-eating equal for all.

We partnered with ergonomic experts and disability specialists to design a new case, EatQual. This specially designed case holds the burger together so you can eat it with just one hand.

We launched EatQual on 3rd December, International Day of Persons with Disabilities. Followed by a heart-warming film featuring a real-life electrocution survivor. The campaign garnered 13.4 million impressions, earned PR worth 7 million and helped increase brand trust by 76%.

Company Credits: DDB Mudra group
Individual Credits: Team DDB Mudra Group
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