McDonald’s has launched an app that allows users to track the origins of the ingredients in the food they’ve purchased.
TrackMyMacca’s follows the supply chain of food and uses augmented reality to display the results in an attempt to dispel some of the myths around the restaurant’s processing procedures.
The app was created by Ddb Australia in partnership with production company Acne Production, video house And so they were, media agency Omd and Mango PR.
Ddb’s creative director Nick Pringle said: “It’s always exciting to work on innovative projects for brands, and working on something that has the scale and reach of McDonald’s makes it even better. When a project involves changing more than 150 million pieces of packaging, you know it’s going to have an impact.”
McDonald’s chief marketing officer Mark Lollback said: “The TrackMyMacca’s app is a world first...
TrackMyMacca’s follows the supply chain of food and uses augmented reality to display the results in an attempt to dispel some of the myths around the restaurant’s processing procedures.
The app was created by Ddb Australia in partnership with production company Acne Production, video house And so they were, media agency Omd and Mango PR.
Ddb’s creative director Nick Pringle said: “It’s always exciting to work on innovative projects for brands, and working on something that has the scale and reach of McDonald’s makes it even better. When a project involves changing more than 150 million pieces of packaging, you know it’s going to have an impact.”
McDonald’s chief marketing officer Mark Lollback said: “The TrackMyMacca’s app is a world first...
- 1/18/2013
- by Colin Delaney
- Encore Magazine
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