We're lovin' how this burger-eating experience is "EatQually" awesome for ALL Indians! Here's why.
For those of you who aren’t familiar with it yet, guerrilla marketing is an unconventional marketing strategy. Campaigns of this type work most of the time because they’re easy to appreciate and execute. Ready to know more about today’s topic? Continue reading below.
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We're lovin' how this burger-eating experience is "EatQually" awesome for ALL Indians! Here's why. McDonald’s has been present in India for around 25 years now. It has become a household name and go-to destination for creating happy memories that Indians cherish for a lifetime. In fact, millions of Indians report having their first burger at a McDonald’s store. With various products catering to the country’s taste palette, such as the McAloo Tikki and the Maharaja Mac, McDonald’s delivers on its promise to “Make Delicious Feel-Good Moments Easy for Everyone.” … but is this experience truly EASY for EVERYONE? According to statistics from a Spikes Asia case study, India faces several challenges on the diversity, inclusivity, and social exclusion front, one of which is the topic of disability. Based on the report, the number of specially abled people in the country is nearly 27 million—more than the total population of Australia. For a brand that has always positioned itself positively in providing access to people across different genders, races, and backgrounds, how could McDonald’s cater to those with disabilities? How could it help these people experience and enjoy its burgers like normal people would? How could it truly “Make Delicious Feel-Good Moments Easy for Everyone?” Sure, the McDonald’s stores in India have ramps and separate washrooms to cater to these types of customers. However, the brand hasn’t focused much on the eating experience itself, especially for those with upper limb disabilities. Enter the McDonald’s “EatQual” campaign…
It takes two able hands to hold a McDonald’s burger and bite into that delicious, juicy goodness. Sadly, for people with upper limb disabilities, eating their favorite burger often means loss of dignity and independence. Biting into a burger using two hands is something people usually take for granted until they realize it’s a privilege not everyone has. Thankfully, McDonald’s believes EVERYONE should be able to enjoy eating a burger equally. So, on December 3, 2020—the International Day of Disabled Persons—the brand launched its “EatQual” campaign in India with the help of advertising agency DDB Mudra Group. At the start of the campaign, McDonald’s invited people with limited upper limb mobility to collaborate on a new packaging solution for burgers. These people all had expressed frustration at the lack of a proper mechanism to lock in all the ingredients. Think about this: Instead of simply focusing on the taste of their food, these customers also had to worry about the ingredients falling out or looking clumsy to other customers at the store. Many of those invited even confessed to not having eaten out in public for years due to the looks of pity they get in restaurants. Clearly, something had to be done to address this problem! After talking to people with upper limb disabilities, McDonald’s partnered with non-government organization National Society For Equal Opportunities For the Handicapped (NASEOH) India to create something that would make the burger-eating experience for the specially abled better. A month later, the prototype solution—an ergonomic burger case—was introduced to the same group. The case was designed to hold the burger for the customer, so he or she can eat it even with one hand.
The impact of the solution was monumental! Not only were the participants able to enjoy their burgers without fussing over the ingredients, but they also said that for the first time, they were able to focus on the taste and enjoy the experience.
Once the prototype was finalized, McDonald’s released the “EatQual” campaign to the public via a press release and social media post. The brand also organized an in-store event where children with disabilities from NGOs in India were invited to enjoy McDonald’s burgers in the new packaging. What else? McDonald’s collaborated with influencers from the disabled community in India like Deepa Malik (a Paralympic silver medalist), Suyash Jadhav (a Paralympic swimmer), and Dhaval Khatri (a disabled painter). These individuals’ social media posts helped bring more credibility to the new burger packaging and the campaign in general.
McDonald’s also amplified the campaign through above-the-line advertising like print ads, in-store merchandising, activities with NGOs and schools for the disabled in key cities across India, and a campaign video that was posted online. Was McDonald’s “EatQual” campaign effective? Until today, the “EatQual” campaign continues to make a positive difference in the lives of customers with upper limb disabilities in India. In fact, McDonald’s is in the process of opening up the design of the packaging to competitors in the fast food industry so that even if customers decide to purchase from other brands, they will still enjoy the same inclusive packaging. How heartwarming! It’s not every day that you see brands willing to set aside the competition for the sake of helping consumers experience TRUE convenience and inclusion. Thank you, McDonald’s India, for doing the extra mile to ensure feel-good moments become truly easy for EVERYONE! Here are the results of the campaign so far:
Kudos, McDonald’s India and DDB Mudra Group! These results show the “EatQual” campaign successfully captured the attention and earned the support of people across India and in different parts of the world. Woohoo! — The human experience is full of different kinds of memories… and it is the little moments of joy that add up to an incredible life. Dancing in the rain… Eating ice cream on a sunny day… Drinking a hot cup of joe on a chilly morning… Sharing inside jokes with friends… Don’t these scenarios paint a beautiful picture in your mind as you look back on them? McDonald’s India promises happy times like these… and more! The brand also promises inclusivity for ALL its customers. That’s why over the last 3 years, the “EatQual” campaign has been in full swing to give customers with upper limb disabilities the same access to delicious burgers as everyone else. As what Arvind RP, McDonald’s India’s Senior Director for Marketing and Communications, said: “‘EatQual’ will always remain the key inclusivity platform of McDonald’s India. With this new brand film, we wanted to emphasize that each individual has their own unique way of living life, irrespective of their special abilities. McDonald’s has always been a feel-good brand wherein we continue to spread happiness and promote inclusivity. With ‘EatQual,’ we are constantly working towards strengthening our commitment to making McDonald’s India a brand that is truly inclusive.” Get inspired with McDonald’s “EatQual” campaign… and remember: Sometimes, it’s the little things that make your target audience feel equal yet special. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to learn how one multinational conglomerate used time as currency? See it in next week’s article! |
