McDonald's releases a slice-of-life movie as a major campaign

By releasing a slice-of-life movie, McDonald's hopes to promote diversity through its major EatQual program

McDonald's has put out a new brand film as part of its EatQual promotion to promote diversity. This EatQual movie has a distinctive perspective on inclusivity and tries to highlight how people with disabilities live regular lives in their own ways, demonstrating how we are all different yet the same.

The EatQual packaging that is available in-store and on the McDelivery App, has been designed in consultation with experts from NGOs that have been working actively for the specially-abled community for over five decades. The company also conducted research among individuals with limited upper arm mobility to understand their plight when eating a burger, which led to the birth of EatQual packaging.

Through its EatQual campaign, McDonald's has been promoting inclusive dining over the past three years. Through NGOs, the company still reaches out to people with disabilities. In order to enable kids to enjoy McDonald's burgers in the EatQual packaging in December 2022, the brand interacted with hundreds of children with special needs. Through this program, the organization is also raising awareness of inclusivity and equality among children.