When I joined DDB, it was at a critical point in McDonald’s history. The company was midway through a full-scale reinvention — across menu, operations, sourcing, the lot — when Morgan Spurlock happened along with Supersize Me.

You know the one. Bloke eats way too much for a month, turns into a fat bastard, and it's someone else’s fault.

McDonald’s was getting hammered in the media, and it was time to tell their side of the story. After an initial campaign that put to rest some of the myths (pig fat in thick shakes, weapons-grade plutonium in nuggets, patties made from the remains of missing children), this work focused on what the company was doing — from sourcing to sustainability to new menu options.

Retail Radio - Top Saving Tips

A few bits of cheeky outdoor to remind people they can get a Mac Attack 24/7.

Shaker Fries are basically McDonald's fries, served in an oversized bag along with a sachet of, um, stuff. Empty said stuff into oversized bag, give it a shake and hey, presto! You have a tasty treat.