Industry News | October 30, 2008

Global Packaging Overhaul for McDonald's

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Beginning next month, McDonald's will introduce its new generation of global packaging. All 118 McDonald's countries will participate in this rollout over the next two years, putting the brand's food quality story front and center and directly into the hands of 56 million customers every day.

Through a blend of bold text and powerful images, the new packaging will illustrate the high quality ingredients and food prepared at McDonald's. McDonald's new global packaging will be consistent around the globe, using sophisticated graphics, photography and storytelling, with and without words.

"Our new packaging is a fresh way of sharing McDonald's food quality story with our customers," says Mary Dillon, McDonald's global chief marketing officer.

While the packaging will reflect a global framework, it's flexible enough to accommodate 21 languages while sharing stories about the quality of McDonald's ingredients in a way that is locally relevant for customers around the world.

The new McDonald's packaging will be introduced first in the United Kingdom, Ireland, and the United States and continue rolling out worldwide through 2010.

McDonald's new packaging was developed by Boxer, a subsidiary of The Marketing Store Worldwide, located in Birmingham, U.K. Boxer also worked on the original "i'm lovin' it" and Global Casting Call packaging designs for McDonald's.