McDonald’s Captures Unsightly Packaging Left On Streets In Anti-Litter Visuals
By Mikelle Leow, 29 Mar 2022
McDonald’s branding might be recognizable in most corners of the world, but the flip side of it is that its packaging is also the face of litter—everyone has seen a French fry box tossed on a roadside and traced it to its origin.
So, for once, the company is walking away from its promotional image of perfectly-coiffed burgers and golden fries, and is instead showcasing the honest but “ugly side” of its packaging.
As a name almost synonymous with takeouts, McDonald’s in Norway feels responsible for the littering problem in the country. It is thus moving the spotlight to the irresponsibly discarded Golden Arches-branded wrappers that are commonly seen on the streets in a campaign entitled Take Away Your Takeaway.
Photographed by Jói Kjartans in Oslo and spearheaded by advertising agency NORD DDB, the bleak visuals reveal the abandoned relics of once-crisp paper bags, cups, and fries packaging.
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The hope is to use the chain’s global influence to remind consumers that trash belongs in trash cans, according to McDonald’s Norway’s senior marketing manager Mari Husby.
To better send its message across, McDonald’s Norway also put up posters next to trash cans to point the public to where it should dispose of used wrappers.
Currently, the company’s Instagram account only features photos of the unsightly packaging, which also appear on trays and out-of-home advertising.
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