Context:

McDonald's recently opened a new restaurant in Valledupar, one of the hottest cities in Colombia. But our goal went beyond offering burgers and ice cream; we were looking to generate a real community connection.

During this process, we identified a key opportunity: to implement a sustainability initiative through our platform “Changing a little, we change a lot”. A platform which, with small actions on a large scale, achieves important changes on the planet.

Why would this initiative be relevant? Valledupar, due to its extremely hot climate, has a high energy consumption. Colombia is currently facing an energy crisis because its main source of energy comes from hydroelectric plants, which have been affected by the lack of rainfall in the country caused by global warming.

Therefore, with a small action, we sought to inspire the community to make changes that would reduce the energy impact generated by traditional tugsten light bulbs.

Strategy

Climate change and high temperatures were a challenge for Valledupar, and its community lacked the necessary tools to address this issue. According to a study conducted by the Green Guilt Survey, 70% of people express a desire to be more sustainable, but recognize a lack of knowledge on how to achieve this.

That is why, under the platform “Changing a little, we change a lot”, we set out to provide the community with an inspiring tool to initiate that much needed change. There was something that surprised us and although they seem extinct and even restricted, a high percentage of the population of Valledupar were still using traditional tungsten bulbs, those old yellow bulbs with a high negative impact due to its composition and energy consumption, producing much more heat than bulbs with LED technology and environmentally friendly.

Our mission was simple but powerful: To change people's mindset by demonstrating that fighting global warming is not an impossible task; it can start with an action as simple as changing a light bulb, which generates less heat, is energy efficient and has less impact on the environment.


ASK
Connect with the community of Valledupar beyond our product, through our sustainability platform “Change a Little, Change a lot” demonstrating our commitment to the environment and the planet from our restaurants to the outside world.

1:

Demonstrate the brand’s commitment to the environment through tangible actions.

2. By integrating these efforts seamlessly into it’s marketing campaigns and customer interactions, McDonald's reinforced its playful brand personality while championing meaningful environmental and social initiatives.

3. incrementando los siguientes indicadores de marca:

- Is changing for the better

-Is a brand I trust

-Makes me feel like a valued customer