Many Kiwis think Macca’s sources ingredients from overseas, uses factory farming and has nasty additives. But this couldn’t be further from the truth.
To improve brand trust scores, Mango was asked to develop a media relations and activation campaign to sway even the strongest of naysayers.
So we created the disruptive ‘Ordered from Here’ campaign to get Kiwis reappraising the food, and show that Macca’s proudly supports agriculture across New Zealand.
Our activities communicated ingredient provenance, showcased local suppliers and showed Kiwis that QSR uses the same ingredients they do. We took Macca’s to farmers markets and Fieldays engaging Kiwis with the brand in a never-seen-before way.
The year-long campaign worked to ensure consistent appearances in earned and paid media. From Kia Ora Magazine to Country TV, transparent stories of ingredients and the Kiwis worked hard to change perceptions.
We proved to Kiwis that Macca’s food really is Ordered from Here.