bug burgers
DESCRIPTION
A fictional case about launching BugBurgers at McDonald's to reduce their ecological footprint for YoungPlannersBelgium.TRANSCRIPT
McDonald’s is going green
McDo = green
3
Why?
The production of meat is very straining on the environment.
Cows are not “green”.
There are alternatives that are also healthier.
Carbon McCreditsEnvironmental reasons:
Meat is getting more expensive for consumers.
For producers, there are more costs for producing meat. (transport & taxes)
Itʼs becoming increasingly less profitable to sell burgers.
Carbon McCreditsFinancial reasons:
Bugs are greener than cows
Bella x Gust Frieda x Ferdinand
Bella Jr.+
1485Frieda Jr. – Ferdinand Jr. – Fritz – Freddy – Fanny – Fred – Fieke – Flip – Felix – Firmin – Fabio – Flo – Farid – Florent – Frederik…
Eiwitten
Vetten
Cholesterol
Koolhydraten
22,8 %
2,2 %
3,3 %
0,01%
19,1 %
17,6 %
0%
67,8 %
McBug
Carbon McCredits
McDonald’s sells 75 hamburgers per second. Or at least 6,480,000 hamburgers per day.
2.365.200.000 burgers sold each year & 3,1kg CO2/ burger
7.3 billion kg CO2/year
Carbon McCredits• Hummer = 346g CO2/km• 1000 km = 346 kg CO2
• 1 year average: 30.000 km = 10.380 kg
• 5.3 million Hummers equal the footprint of all Mcdonaldʼs burgers.
•• Thatʼs EVERY Belgian car owner, • getting an EXTRA Hummer.
Belgian market is 0,24% of McDonaldʼs worldwide.. (5.676.480 burgers sold a year in Belgium)
17.597.088 kg CO2/year in Belgium.(from selling just burgers)
We want to decrease this amount with at least 4% in 2011.With 6% in 2012 and 7,5% in 2013.
Carbon McCredits
Selling less vs. selling more burgers?
➡Selling equal amount of burgers.
Selling 703.883 McBugs instead of normal ones in 2010. (4% of sold burgers in McDonaldʼs in Belgium)
Carbon McCredits
Are people ready for a burger with bugs?
If so, how do we best introduce the burger to reach our goals in reducing the carbon footprint?
And how do we get people past the initial disgust of the idea?
3 Questions:
1/ Are people ready for a burger with bugs?
Letʼs ask them.
Unbranded research includes.
Expert groups.Online questionnaire.
Testing.
Would you eat this burger?
75%
20%5%
75%
20%5%
0
13
25
38
50
TastyFattening
FakeHealthy
EcologicalNutritious
What does it look like?
70%
24%
6%
Would you eat this burger, knowing there’s no meat in it?
21
0
8
15
23
30
TastyFattening
FakeHealthy
EcologicalNutritious
What does it look like now?
22
0
8
15
23
30
TastyFattening
FakeHealthy
Ecological NutritiousOther
And when you know it’s made with bugs?
Other?
IEUW!!!
26
80%
20%
Would you want to taste this burger?
27
70%
30%
More than once?
Conclusions McBug• People want to know how itʼs made.
• They want to know which bugs were used.
• As expected, the initial feeling is not good.
• Once learned that itʼs tasty and environmentally sound, 80% would try it at least once.
• If it indeed tastes good, 70% would buy it again.
• Motivating people to try it: Challenge / Adventure / Interesting / Curiosity
2/ How do we best introduce the burger to reach our goal in reducing McDonaldʼs carbon footprint?
How the launch McBugs• People want to know how itʼs
made.
• They want to know which bugs were used.
• As expected, the initial feeling is not good.
• Once learned that itʼs tasty and environmentally sound, 80% would try it at least once.
• If it indeed tastes good, 70% would buy it again.
• Motivating people to try it: Challenge / Adventure / Interesting / Curiosity
• Inform them about production process.
• Information about type of bugs.
• Let people know we understand this. Weʼre not idiots.
• Be sure to communicate these benefits in the campaign.
• Taste tests. Free try-outs. No good taste = money back actions...
• Attract attention to these: Challenge / Adventure / Interesting / Curiosity
3/ Initial disgust?
Entomophagy“eating bugs”
Insect filth...
0,5 à 1 kg insects/year
75 fragments
60 fragments
5 fly eggs, 1 maggot
250 fragments
ʻt zit tussen uw oren...
39
Creative input
Dare to taste!
Creative briefing
Little Family Adventures.
42
Tone-of-voice
boodschap
44
Media
media approach = FUN
by:[email protected]@[email protected]@famous.be
Presentation for YoungPlannersBelgium
This is a fictional case.Data used in this case has is no way been provided/ approved by McDonald’s.