My Greatest Feat
McDonald’s New Zealand
Issue 10 | March 2009
Agency
RAPP New Zealand
Creative Team
Wayne Pick - Executive Creative Director; Kim Pick - Head of Copy
Production Team
Marcel de Ruiter - Production Manager
Other Credits
Robert Limb - Managing Director; Emma Allen - Account Manager; Zoe Alden - Group Account Director; Susie Darling - Account Director; Cliff Li - Designer
Date
March - August 2008
Background
Against a backdrop of rising concerns about obesity and globalisation, McDonald’s had been the whipping boy for everything big and bad about America and fast food. In 2006, after the New Zealand Government declared war on childhood obesity, McDonald’s was devastated when the NZ Police withdrew its support from the 20-year McDonald’s Schools Road Safety Campaign. But McDonald’s was determined to counter the negativity. In 2008, it was a major sponsor of the Beijing Olympic Games and wanted to maximise its involvement.
Idea
'My Greatest Feat’ was supported by not just the New Zealand Olympic Committee but more than 60 individual Olympic athletes too. It was a two-week school activity programme which required children to count all the steps they took on a free pedometer and, together, undertake a virtual marathon walk the length of New Zealand. It snowballed into the biggest physical activity programme ever undertaken in New Zealand.
Results
Not yet available. However, 55% of the nation’s primary schools took part. More than 94,000 children participated – with full parental approval – taking more than three billion steps – walking 1,666,319 km, or around the world 41 times (or to the moon and back twice). More than 125,000 visitors from 41 countries visited the website to follow their progress. They attracted international media attention, with NZ media coverage alone worth over $1m. McDonald’s brand trust scores took a giant leap (massively exceeding target of +5%): the statement ‘Is a company I can trust’ was up 33% (when score had not moved for three years); ‘Encourages active, balanced lifestyles’ - up 50%; and ‘Has food I feel good about children eating’ - up 33%.
Volume/size of campaign
Initial mailing to 2,100 primary schools principals, followed by integrated communications programmed involving 94,000 participants.
Our Thoughts
This is one of those ideas that must have enraged the so-called ‘healthy living’ lobby, but as the great Dr. Johnson once advised, ‘Moderation in all things, including moderation’. Burgers don’t cause obesity. A mixture of indulgence and ignorance does. So here’s an agency showing what advertising can do for any beleaguered brand – have an idea which allows intelligent people to see for themselves that there are two sides to every issue. And, for any kid who takes exercise frequently, a Big Mac every now and then is both an incentive and a reward.