Our work

Producer passion drives progress

June 2018

We helped McDonald’s to share best practice with progressive farmers across the agricultural sector.

Going global

Our assignment was to create a new, global presence for a programme that empowers and guides individual producers to make their farms more productive and sustainable.

The Flagship Farmers programme, a partnership between McDonald’s and FAI, has been active for several years, showcasing McDonald’s suppliers across Europe. Building on that solid foundation, our new digital platform expands the programme’s reach to a global audience, driving positive change across the whole agricultural sector.

Talking their language

We transformed the site’s communication approach, letting the passionate voices of McDonald’s most innovative and progressive producers shine through. By promoting the use of innovative practices, the platform enables farmers to improve their impacts on the environment and their livestock, and increase the economic success of their businesses.

Delving into a wealth of existing supplier case studies, we brought key messages to the fore, providing visitors with high-level overviews of actions and benefits. The accessible layer of content aims to support farmers on the start of their sustainability journey and is underpinned by more detailed information, available as PDF downloads.

An immersive digital experience

Working closely with McDonald’s in-house teams, the rebranded platform was built using a content management system that allows for the easy addition of new farmer profiles and site-wide translation into several languages.

With farming practices differing across the world, we devised a smart user interface that allows visitors to conveniently browse individual farmer profiles by location, product and agricultural practice.

A new ‘explore sustainable practices’ section summarises best practice in a variety of areas, from water stewardship to animal health, and climate change to biodiversity. Grouped under the three E’s of environmental safeguarding, ethical practices and economic viability, these are cross-linked to the farmer profiles, helping producers find relevant content quickly and easily.

The new site is now the perfect platform for those within and beyond McDonald’s supply chain to adopt or adapt what their peers around the world are doing, and strengthen the long-term viability of their own businesses.

What we did

  • Strategic consultancy and content strategy
  • Copywriting
  • Design
  • Web development and content population
  • Content management system build
  • Information architecture
  • Production and project management
  • Proofreading and quality assurance

About McDonald’s

McDonald’s Corporation is the world’s leading global foodservice retailer, with over 37,000 locations in more than 120 markets serving 69 million people every day. Over 90% of McDonald’s restaurants worldwide are owned and operated by local, independent businessmen and women. For more information, please visit McDonald’s corporate website and the Flagship Farmers Program.

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