McDonald’s champions British and Irish farmers with new app and ad campaign

McDonald’s has launched a new food map for customers which shows the ingredients and farmers behind the fast food chain’s top products.

Created following research which found that Brits wanted to support local farmers, the new Map My McDonald’s interactive tool allows customers to see which quality, fresh ingredients are grown in their region, and to meet some of the 23,000 British and Irish farmers that supply them.

The YouGov poll which inspired the app surveyed more than 2,000 British adults and found that two fifths of people (41%) say their appreciation for locally sourced food has increased since lockdown, with eggs (61%), milk (58%), beef (56%) and potatoes (56%) taking the top spots for ingredients Brits most want restaurants to source from local suppliers.

The fast food chain is also launching a national advertising campaign which focuses on real-life McDonald’s farmers, paying tribute to the 23,000 British and Irish farmers that are McDonald’s ‘essential ingredient’.

A new TV advert will also highlight the local ingredients that go into McDonald’s great value favourites including 100% British and Irish beef in McDonald’s burgers, the free-range eggs for McDonald’s breakfast or the potatoes for its fries.

Nina Prichard, head of sustainable and ethical sourcing at McDonald’s UK & Ireland, said: “This has been a challenging year for farmers so we wanted to shine a light on the incredible work farmers do across the UK and Ireland to produce the quality, local ingredients for our best-loved menu items. These farmers are our most essential ingredient – the local heroes who work tirelessly to deliver quality produce for our delicious menu, day in, day out.

“We know our customers expect a quality experience every time they order from us, which is why today, we’ve launched our new Map My McDonald’s tool, which gives our customers the chance to meet some of our farmers and find out just how local some of our quality ingredients are. “

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