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35 West Wacker Drive
Chicago, IL 60601
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Kappie Kopp

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Katie Newman

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‘The Burger Report’ Transforms Information Into Fun

Leo Burnett Frankfurt smartly communicates McDonald’s Corporate Responsibility

McDonald’s Corp.’s “The Burger Report,” GPC Rating: 7.1

Corporate Responsibility is a fundamental commitment McDonald’s must consider to remain a powerful brand. McDonald's presents its partners with a CR report for review — usually full of exhausting facts and figures. The problem was how to make the report, filled with essential but tedious numbers, more appealing to the partners.

To shake things up, Leo Burnett Frankfurt revamped the dry contents of a traditional company report, delivering the facts in a different, yet familiar way: burgers.

“The Burger Report” presented the CR information through colorful, minimalistic bar charts, which were designed to represent McDonald's iconic burgers. These diagrams were printed on the packaging of the six most popular burgers and distributed among the review committee. A QR-code was printed on every box, which offered a direct link to download the full report, saving the company 93% of paper in comparison to the previous year.

The partners’ response to this fun and alternative approach was exceedingly positive. The agency was highly commended for taking a dull subject and transforming it into an intelligent, visually compelling and engaging masterpiece.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.