The fast food giant is rolling out a new global packaging design that offers information and communicates ‘brand stories’.
McDonald’s is launching a new global packaging design that incorporates QR codes to give consumers nutritional information about their food. It is the latest brand to promote informed decisions about health, as Coca-Cola made headlines last week for an ad that aims to tackle obesity.
The designs will be featured on all carry-out bags and fountain beverage cups, communicating ‘brand stories’ and delivering facts with a mix of text and illustrations. If the QR codes are anything like the Trackmymacca app in Australia, they could also include information about where the food comes from. Kevin Newell, McDonald’s chief brand officer, said:
Our new packaging is designed to engage with customers in relevant ways and celebrate our brand. Customers tell us they want to know more about the food they are eating and we want to make that as easy as possible by putting this information right at their fingertips.
McDonald’s gathered consumer input on these new designs and consulted its Global Advisory Council, who emphasized the importance of providing access to nutrition information and support using the packaging to connect customers to facts about menu items.
The new packaging designs began launching last week in the U.S. and will rollout worldwide throughout the year, with the text being translated into 18 different languages.