McDonald’s takes over butcher with three-ingredient message
McDonald’s took over a Shoreditch butcher shop last week to show exactly what goes into its British and Irish beef patties and introduce the people behind its supply chain.
The Counter, an experiential marketing activation, allowed visitors could meet farmers and suppliers see how patties are produced and, in bookable masterclasses, press their own.
The creative move took a question usually answered with packaging or corporate copy and made the evidence physical.
An ingredient banner above the store read ‘Beef, Salt, Pepper. That’s it.’
McDonald’s says its patties use whole cuts of 100% British and Irish beef, with only salt and pepper added after cooking.
“I love telling people just how simple it is,” said Owen Jones, vice president of supply chain at McDonald’s UK & Ireland.
The Counter was created by Freuds Group alongside McDonald’s and beef supplier OSI Group.
Freuds Group partner Jo Vyvyan-Robinson summed up the thinking: “The best way to prove those are the only ingredients in a McDonald’s UK & Ireland patty? Show them.”
The activation follows McDonald’s personalised wedding sauce pots and fits a wider shift towards physical brand activations that turn familiar brand claims into something people can experience for themselves.
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