McDonald's in Sweden has created a campaign in which users of thefast foodchain's app can earn rewards for properly disposing of the trash they generate when eating.
McDonald's is aware that today, 15% of all waste comes from takeaway food packaging and, as Sweden's largest restaurant chain, they have been taking responsibility for this since 2022.
Starting in September 2023, McDonald's began offering rewards on its app to anyone who disposed of their takeout containers in the correct place.
Now, since April 2024, they have expanded the initiative to include packaging from two of McDonald's main competitors.
McDonald's is aware that today, 15% of all waste comes from takeaway food packaging and, as Sweden's largest restaurant chain, they have been taking responsibility for this since 2022.
Starting in September 2023, McDonald's began offering rewards on its app to anyone who disposed of their takeout containers in the correct place.
Now, since April 2024, they have expanded the initiative to include packaging from two of McDonald's main competitors.
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But now, the fast-food giant has also promised to include its competitors' waste in the plan.
This is setting a new standard in environmental responsibility and is an impressive campaign.
After all, fast food restaurants may have some of the best logos, but we don't want to see them littered on the streets, do we? Watch one of the campaign videos below, which highlights the issue.
McDonald's container
Process for collecting the reward
So, from now on, if Swedish customers have Burger King or Burger Max packaging, they can scan it in the McDonald’s app and convert it into McDonald’s food and beverage offers.
And if you're wondering how it can prove that you actually used a container and didn't just scan it and throw it away, apparently it's thanks to a clever AI image recognition tool that verifies its disposal—very clever.
Some brands have been trying to do something about this, such as Burger King with its new reusable packaging. Now, McDonald's is launching a campaign to try to convince its customers to put each piece of waste in its proper place.
The outdoor advertising campaign is being rolled out in Belgium by TBWA, who are featuring trash cans instead of the brand's iconic hamburgers in an attempt to raise awareness and reduce waste.
Garbage dump
The lids of the trash cans were photographed in extreme close-up and given names such as "Big Bin," "Bin Royal," and "Bin Deluxe." To create the campaign, McDonald's and TBWA/Belgium collaborated with Studio Wauters, a studio specializing in food photography.
The goal? To portray trash cans as if they were appetizing hamburgers, relying on the right lighting and using the photographic retouching techniques commonly used to make food look particularly tasty.
"We are a major brand and we are aware of our responsibility and the impact we have when it comes to the problem of litter on the streets," explains Philipp Wachholz, chief marketing officer at McDonald's in Belgium. "Our campaign aims to raise awareness and at the same time make the use of trash cans attractive," he adds.
McDonald's littering
"We want to make trash cans as popular as hamburgers," says Jeremie Goldwasser, creative director at TBWA/Belgium. "We've applied the copywriting and design typically used by McDonald's to trash cans to make them look almost as appealing as their hamburgers, and we've also given them names like 'Big Bin,' 'Bin Deluxe,' and 'Bin Royal,'" he emphasizes.
