Going global
The challenge
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.
Talking their language
The process
We transformed the site’s communication approach, allowing the passionate voices of McDonald’s most progressive producers to 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
The solution
Working closely with McDonald’s in-house teams, the rebranded platform was built using a content management system (CMS) 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 from climate change to biodiversity. Grouped under the three ‘Es’ of environmental safeguarding, ethical practices and economic viability, these sustainable best practices 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 to strengthen the long-term viability of their own businesses.
