Appetite for change

Showcasing the new McDonald’s sustainability framework at COP26 and at its first net-zero emissions restaurant

  • Event management
  • Retail display
  • Sustainability
  • Digital
McDonald cardboard displays

Displaying McDonald's sustainability

Linney was at the heart of two milestone moments for McDonald’s on its mission to play a part in bringing a more sustainable, fairer future within closer reach for everyone. 

We helped McDonald’s bring to life its Plan for Change in Glasgow last Autumn, while the COP Climate Change Conference was being held at the city’s SEC Centre. It proved the ideal springboard to showcase the new sustainability framework for the world’s biggest quick-service dining brand. 

The McDonald’s Sauchiehall Street branch, located near Glasgow’s SEC, featured some of the sustainability innovations that will grace its sites across the country to help achieve net-zero emissions for all its restaurants and offices by 2030. Posters and 3D card structures, printed on sustainable material, helped communicate what’s new and what’s next, along with digital screen messaging which was broadcast in 15 outlets across Glasgow. 

On a visit to McDonald’s on Sauchiehall Street, global CEO Chris Kempczinski hailed our 3D structures as “impressive artwork”. 



McDonald cardboard table display

Support for a net-zero store

Two Linney-developed microsites were also launched, with one using augmented reality to bring the changes at Sauchiehall Street to life. 

The initiatives we helped unveil in Glasgow were a precursor to the first ground-breaking net-zero emissions McDonald’s restaurant, in Market Drayton, which launched to media fanfare in December.  

Working with McDonald’s from the outset, we set out to create customer messaging that really pushed the sustainability message, making sure that key features from the Glasgow event tied in with the new restaurant. 

“It was a true multi-team approach from us. By working closely with the brand, we helped it put its best foot forward during an event where the world’s eyes were on Glasgow. We continued sharing the McDonald’s sustainability story at the pioneering Market Drayton restaurant.”

McDonald's Account Director, Linney Create

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