McDonald’s, the fast food giant, has been pursuing sustainable environmental values for many years with impressive Advertising Campaigns. However, no one expected McDonald’s to be so “smart” when the company decided to implement a unique campaign: giving rewards to customers when they throw trash in the bin, even if it is…competitors’ trash. This strategy not only promotes environmental protection awareness but also makes a strong impression on consumers.
McDonald’s Sweden encourages consumers to throw away trash properly
McDonald’s Sweden’s environmental efforts have taken another step forward with an innovative waste-disposal incentive program. Starting in September 2023, the fast-food giant has introduced a feature in its Mobile app that allows customers to scan McDonald’s packaging before throwing it in the bin and receive special offers and discounts.
This program not only encourages customers to dispose of their trash properly but also helps McDonald’s collect data on customers’ waste disposal habits. This will help the company come up with more effective strategies to reduce waste and protect the environment.
The success of the program prompted the Brand to expand its reach. Starting in April 2024, it began accepting packaging from competitors such as Burger King and Max Burgers.
McDonald’s Sweden’s innovative program is a prime example of how businesses can use technology to encourage environmentally friendly behavior and make a positive impact on communities.
McDonald’s Sweden Campaign: “Deal with the Trash”
McDonald’s Sweden’s “Deal with the Trash” Campaign not only encourages customers to throw garbage in the right place but also has a broader vision, aiming at comprehensive environmental protection.
The initiative is carried out by advertising Agency NORD DDB Stockholm in collaboration with The Keep Switzerland Tidy Foundation, a non-profit organization dedicated to reducing waste. The special feature of the campaign is McDonald’s willing to accept competitors’ packaging competitors like Burger King and Max Burgers to encourage people to throw their trash away properly, regardless of which fast food brand they eat.
With this campaign, the brand not only demonstrates its social responsibility but also breaks the conventional competitive boundaries, promoting a common goal for clean green environment of focusing only on its own customers, McDonald’s wants to spread the message of environmental protection to everyone, turning them into “warriors” who contribute to keeping the streets clean.
Michaela Bognas, Marketing Director of McDonald’s Sweden, shares: “We want to motivate people to throw their trash in the right place, contributing to reducing waste from takeaway packaging.”
McDonald’s Norway Campaign: “Deal with the Trash”
The “Deal with the Trash” campaign is not the first time McDonald’s has shown its environmental responsibility. Previously, in 2022, McDonald’s Norway made a strong impression by not using images of hamburgers or golden fries but instead using realistic and unsightly images of the products themselves being thrown away. The “Take Away Your Take Away” advertising campaign depicted the situation of the brand’s cups, paper bags, and french fries boxes being littered everywhere, raising awareness and encouraging people to throw their trash in the right place. To strengthen the message, they also placed instructional posters next to many public trash cans.
McDonald’s UK Campaign: “Deal with the Trash”
Another notable campaign took place in 2016 when McDonald’s UK partnered with paper manufacturer James Cropper and recycling company Simply Cups to turn used coffee cups into flyers, stationery and gift boxes. This was the first paper cup recycling program in the UK and was rolled out in 150 of McDonald’s 1,250 stores nationwide. Helen McFarlane, McDonald’s Sustainability Advisor, said: “Paper cups account for around 30% of our packaging waste, and it’s great to see that the paper fibers from these cups can be effectively reused.”
Epilogue
With the campaign “Deal with the Trash”, McDonald’s Sweden has made a mark with its Creative Ideas and meaningful messages, encouraging customers to throw trash in the right place regardless of which brand the trash is from.
More than just offering attractive deals, McDonald’s wants to convey the message that protecting the environment is a shared responsibility of each individual. Regardless of brand boundaries, “Deal with the Trash” aims to build community awareness about maintaining public hygiene and joining hands to protect the Earth.
McDonald’s tireless efforts towards sustainable environmental values over the years have contributed to building a prestigious brand image, trusted and loved by a large number of customers. “Deal with the Trash” is a typical demonstration of the brand’s strong commitment to protecting the environment, and is also a practical call to action for each individual to join hands in building a green – clean – beautiful future.
The “Deal with the Trash” campaign not only brings practical benefits to the community but also creates a resounding success for the McDonald’s brand. This is a testament to McDonald’s creativity, innovation and social responsibility in protecting the environment and developing the community.
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