In honor of International’s Women’s Day, McDonald’s flipped its iconic golden glowing M arches to a welcoming W. To help celebrate, our multimedia PR push honored McDonald’s women workers by sharing their personal stories and recognizing their contributions to the community, the brand, and beyond.
FLIPPING MORE THAN BURGERS ON INTERNATIONAL WOMEN’S DAY
At a hero location in Southern California, the one-day media spectacle included flipping every M in sight to a W to telegraph the brand’s commitment to women, and sharing the inspirational story of the mother/daughter owner/operator of the restaurant. To scale the program, the W logo materials were sent to 100 female-owned and operated U.S. McDonald’s. Rogers & Cowan PMK was tasked with on-the-ground media execution in the Southern California market and secured media placements in prestigious outlets like USA Today, Reuters, CBS, ABC, and NBC and arranged on-site interviews for the owner/operators. Stories were overwhelmingly positive and drove awareness that six out of 10 U.S. McDonald’s managers are women.