Our work

Scale for Good: online and ongoing

June 2018

We launched McDonald’s new sustainability strategy as part of a global corporate website redesign.

Combining digital and sustainability expertise

As part of a larger collaborative effort, Flag worked with McDonald’s to revolutionise how it communicates its sustainability vision and provides regular progress updates. We developed a brand new, comprehensive hub for sustainability communication and reporting at the heart of a redesigned McDonald’s corporate website, relaunched in February 2018.

In shaping the new Scale for Good web pages, we became an intrinsic part of the McDonald’s technical, sustainability and communications teams.

Our writers crafted powerful and credible copy and, working within the company’s existing content management system, we worked with in-house and agency partners to design a consistent visual theme.

A report that speaks volumes

All aspects of the website section, from its structure to the tone of the content, are devised to meet the needs of a wide range of potential readers. To ensure the new pages struck the right balance between connecting with consumers and containing the robust reporting elements expected by analysts and investors, we analysed key audiences and their interests. Smart information architecture and intuitive navigation ensure key messages are front and centre, supported by accessible language and visual cues. Supporting detail is only a click away, allowing detail-hungry visitors to easily delve deeper.

With the new dedicated home for sustainability reporting embedded into the heart of its corporate website, McDonald’s is able to give its priority areas – beef sustainability, packaging and recycling, commitment to families, investment in people and climate action – the appropriate prominence.

Commentary on performance and progress will be updated regularly, rather than being confined to the more traditional publication of annual reports, and the online environment offers more opportunities for visual and interactive content, which will bring McDonald’s achievements to life.

Promoting the wider picture

As well as supporting the new ‘Scale for Good’ strategy, the site provided greater impact and cohesion to a series of high-profile announcements. These included:

  • becoming the first restaurant company to set a science-based target to reduce operational greenhouse gas (GHG) emissions
  • a global commitment to support families in 120 markets with bold goals to improve the Happy Meal menu
  • 2025 packaging and recycling goals
  • the formation of a new Chicken Sustainability Advisory Council.

What we did

  • Strategic consultancy and content strategy
  • Copywriting
  • Design and image selection
  • Web development and content population
  • Information design and 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 per cent of McDonald’s restaurants worldwide are owned and operated by local, independent businessmen and women. For more information regarding McDonald’s and its sustainability reporting, please visit McDonald’s corporate website.

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