In 2018, after losing 11 million visits over a five-year period, McDonald's Sweden was in need of a turnaround. We developed the brand platform “Big enough to make a difference”, an idea that came to guide the entire organization of 12,000 employees in Sweden.”
Over the course of a few years McDonald's launched over 20 initiatives; expanding its electric vehicle charging network, creating biodiversity initiatives, publishing millions of children's books in Happy Meals, reducing its plastic use by hundreds of tons, replacing physical balloons with digital balloons, engaging thousands of employees to collect trash, and making important contributions to Ronald McDonald House Charities so families can stay close during a difficult time, as well as opening the door for 10,000 young people from the ‘hopeless generation’. All under its platform “Big enough to make a difference”.