In Brief

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:

MEMBER CONTENT
This content is available for Basic and Pro Members.
Already a member, log in