A recent brand activation from McDonalds took to the streets of Malta with a truck selling fresh vegetables. The idea of ??this creative live marketing stunt was to strengthen the brand communication on the provenance and quality control of their products.
Created by TBWA \ ANG this promotional marketing action approached the inputs of the most famous burger in the world of people, proving that products marketed in the network are 100% fresh.
Images: divulgação/ McDonalds
Called Quality Truck with a vintage look, the truck has the brand colors. The driver, who also acts as a promoter, stopped at various points on the island offering fresh products from McDonalds and people were encouraged to ask questions about the provenance of food.
Potatoes, tomatoes, onions and lettuce were sold and consumers were invited to visit the website http://mcdonalds.com.mt/quality.
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Why this brand activation happened in Malta?
The Mediterranean island nation of Malta is one of McDonald’s Corp.’s smallest markets. Its franchisee operates only 10 stores in the country, which covers just 122 square miles and has a population of roughly a half-million citizens.
McDonald’s may not bring the Quality Truck to other markets, but it could use the “100% Real” tagline used on the truck and in-store on tray liners promoting food quality.
Watch the video:
