Appetite for change

Displaying McDonald’s sustainability

Linney was at the heart of two milestone moments for McDonald’s in 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, 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, near Glasgow’s SEC, featured some of the sustainability innovations planned for McDonald’s 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”.

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 ground-breaking launch of the first net-zero emissions McDonald’s restaurant, in Market Drayton.  

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.