McDonald’s is ramping up its focus on the provenance of its produce by launching a new nationwide campaign to champion British and Irish farming.
The ‘Follow our Foodsteps’ experience uses cutting edge virtual reality technology and 360° video to tell the story of McDonald’s supply chain through the eyes of the people who produce its food.
It follows research by YouGov that showed three quarters of people want to know more about where their food comes from, while one in five can’t explain any process behind food production.
“Over the last decade we have invited people behind the scenes of our own supply chain on a number of occasions but we wanted to take this even further,” said Connor McVeigh, director of supply chain, McDonald’s UK. “Our hope is that it will help build pride in British and Irish farming, challenge outdated stereotypes and celebrate the best of food and farming in the UK today.”