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Bug burgers

Francesco Caccamese
Francesco Caccamese

A fictional case about launching BugBurgers at McDonald's to reduce their ecological footprint for YoungPlannersBelgium.

1 of 46
McDonalds is going green
珂界禽看油=油乙姻艶艶稼
Why? 3
Carbon McCredits Environmental reasons: The production of meat is very straining on the environment. Cows are not green. There are alternatives that are also healthier.
Carbon McCredits Financial reasons: Meat is getting more expensive for consumers. For producers, there are more costs for producing meat. (transport & taxes) It兵s becoming increasingly less pro鍖table to sell burgers.
Bugs are greener than cows
Bug burgers
Bella x Gust Frieda x Ferdinand + Bella Jr. Frieda Jr. Ferdinand Jr. Fritz 1485 Freddy Fanny Fred Fieke Flip Felix Firmin Fabio Flo Farid Florent Frederik
19,1 % Eiwitten 22,8 % 17,6 % Vetten 3,3 % 67,8 % Cholesterol 0,01% 0% Koolhydraten 2,2 %
McBug
Carbon McCredits McDonalds sells 75 hamburgers per second. Or at least 6,480,000 hamburgers per day. 2.365.200.000 burgers sold each year & 3,1kg CO2/ burger 7.3 billion kg CO2/year
Carbon McCredits Hummer = 346g CO2/km 1000 km = 346 kg CO2 1 year average: 30.000 km = 10.380 kg 5.3 million Hummers equal the footprint of all Mcdonald兵s burgers. That兵s EVERY Belgian car owner, getting an EXTRA Hummer.
Carbon McCredits Belgian market is 0,24% of McDonald兵s worldwide.. (5.676.480 burgers sold a year in Belgium) 17.597.088 kg CO2/year in Belgium. (from selling just burgers) We want to decrease this amount with at least 4% in 2011. With 6% in 2012 and 7,5% in 2013.
Carbon McCredits Selling less vs. selling more burgers? Selling equal amount of burgers. Selling 703.883 McBugs instead of normal ones in 2010. (4% of sold burgers in McDonald兵s in Belgium)
3 Questions: Are people ready for a burger with bugs? If so, how do we best introduce the burger to reach our goals in reducing the carbon footprint? And how do we get people past the initial disgust of the idea?
1/ Are people ready for a burger with bugs? Let兵s ask them.
Unbranded research includes. Online questionnaire. Expert groups. Testing.
Would you eat this burger? 5% 20% 75%
What does it look like? 50 38 25 13 Nutritious Ecological 0 Fake Healthy Fattening Tasty
Would you eat this burger, knowing theres no meat in it? 6% 24% 70%
What does it look like now? 30 23 15 8 Nutritious Ecological 0 Fake Healthy Fattening Tasty 21
And when you know its made with bugs? 30 Other? 23 15 8 Other Nutritious 0 Healthy Ecological Fake Fattening Tasty 22
Bug burgers
! ! ! U W I E
Bug burgers
Would you want to taste this burger? 20% 80% 26
More than once? 30% 70% 27
Conclusions McBug People want to know how it兵s made. They want to know which bugs were used. As expected, the initial feeling is not good. Once learned that it兵s tasty and environmentally sound, 80% would try it at least once. If it indeed tastes good, 70% would buy it again. Motivating people to try it: Challenge / Adventure / Interesting / Curiosity
2/ How do we best introduce the burger to reach our goal in reducing McDonald兵s carbon footprint?
How the launch McBugs People want to know how it兵s Inform them about production made. process. They want to know which bugs Information about type of bugs. were used. As expected, the initial feeling is Let people know we understand not good. this. We兵re not idiots. Once learned that it兵s tasty and Be sure to communicate these environmentally sound, 80% would bene鍖ts in the campaign. try it at least once. If it indeed tastes good, 70% would Taste tests. Free try-outs. No good buy it again. taste = money back actions... Motivating people to try it: Attract attention to these: Challenge / Adventure / Challenge / Adventure / Interesting / Curiosity Interesting / Curiosity
3/ Initial disgust?
Entomophagy eating bugs
Bug burgers
Bug burgers
Bug burgers
Insect 鍖lth... 0,5 1 kg insects/year 75 fragments 60 fragments 5 鍖y eggs, 1 maggot 250 fragments
併t zit tussen uw oren...
Bug burgers
Creative input 39
Bug burgers
Creative brie鍖ng Dare to taste! Little Family Adventures.
Tone-of-voice 42
boodschap
Media 44
馨艶糸庄温油温沿沿姻看温界鞄油=油酷雨鰻
This is a 鍖ctional case. Data used in this case has is no way been provided/ approved by McDonalds. Presentation for YoungPlannersBelgium by: francesco.caccamese@germaine.be annemie.goegebuer@publicis.be dieter.riemaeker@saatchi.be laurens.sonneville@famous.be

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Bug burgers

  • 3. Why? 3
  • 4. Carbon McCredits Environmental reasons: The production of meat is very straining on the environment. Cows are not green. There are alternatives that are also healthier.
  • 5. Carbon McCredits Financial reasons: Meat is getting more expensive for consumers. For producers, there are more costs for producing meat. (transport & taxes) It兵s becoming increasingly less pro鍖table to sell burgers.
  • 6. Bugs are greener than cows
  • 8. Bella x Gust Frieda x Ferdinand + Bella Jr. Frieda Jr. Ferdinand Jr. Fritz 1485 Freddy Fanny Fred Fieke Flip Felix Firmin Fabio Flo Farid Florent Frederik
  • 9. 19,1 % Eiwitten 22,8 % 17,6 % Vetten 3,3 % 67,8 % Cholesterol 0,01% 0% Koolhydraten 2,2 %
  • 10. McBug
  • 11. Carbon McCredits McDonalds sells 75 hamburgers per second. Or at least 6,480,000 hamburgers per day. 2.365.200.000 burgers sold each year & 3,1kg CO2/ burger 7.3 billion kg CO2/year
  • 12. Carbon McCredits Hummer = 346g CO2/km 1000 km = 346 kg CO2 1 year average: 30.000 km = 10.380 kg 5.3 million Hummers equal the footprint of all Mcdonald兵s burgers. That兵s EVERY Belgian car owner, getting an EXTRA Hummer.
  • 13. Carbon McCredits Belgian market is 0,24% of McDonald兵s worldwide.. (5.676.480 burgers sold a year in Belgium) 17.597.088 kg CO2/year in Belgium. (from selling just burgers) We want to decrease this amount with at least 4% in 2011. With 6% in 2012 and 7,5% in 2013.
  • 14. Carbon McCredits Selling less vs. selling more burgers? Selling equal amount of burgers. Selling 703.883 McBugs instead of normal ones in 2010. (4% of sold burgers in McDonald兵s in Belgium)
  • 15. 3 Questions: Are people ready for a burger with bugs? If so, how do we best introduce the burger to reach our goals in reducing the carbon footprint? And how do we get people past the initial disgust of the idea?
  • 16. 1/ Are people ready for a burger with bugs? Let兵s ask them.
  • 17. Unbranded research includes. Online questionnaire. Expert groups. Testing.
  • 18. Would you eat this burger? 5% 20% 75%
  • 19. What does it look like? 50 38 25 13 Nutritious Ecological 0 Fake Healthy Fattening Tasty
  • 20. Would you eat this burger, knowing theres no meat in it? 6% 24% 70%
  • 21. What does it look like now? 30 23 15 8 Nutritious Ecological 0 Fake Healthy Fattening Tasty 21
  • 22. And when you know its made with bugs? 30 Other? 23 15 8 Other Nutritious 0 Healthy Ecological Fake Fattening Tasty 22
  • 24. ! ! ! U W I E
  • 26. Would you want to taste this burger? 20% 80% 26
  • 27. More than once? 30% 70% 27
  • 28. Conclusions McBug People want to know how it兵s made. They want to know which bugs were used. As expected, the initial feeling is not good. Once learned that it兵s tasty and environmentally sound, 80% would try it at least once. If it indeed tastes good, 70% would buy it again. Motivating people to try it: Challenge / Adventure / Interesting / Curiosity
  • 29. 2/ How do we best introduce the burger to reach our goal in reducing McDonald兵s carbon footprint?
  • 30. How the launch McBugs People want to know how it兵s Inform them about production made. process. They want to know which bugs Information about type of bugs. were used. As expected, the initial feeling is Let people know we understand not good. this. We兵re not idiots. Once learned that it兵s tasty and Be sure to communicate these environmentally sound, 80% would bene鍖ts in the campaign. try it at least once. If it indeed tastes good, 70% would Taste tests. Free try-outs. No good buy it again. taste = money back actions... Motivating people to try it: Attract attention to these: Challenge / Adventure / Challenge / Adventure / Interesting / Curiosity Interesting / Curiosity
  • 36. Insect 鍖lth... 0,5 1 kg insects/year 75 fragments 60 fragments 5 鍖y eggs, 1 maggot 250 fragments
  • 37. 併t zit tussen uw oren...
  • 41. Creative brie鍖ng Dare to taste! Little Family Adventures.
  • 44. Media 44
  • 46. This is a 鍖ctional case. Data used in this case has is no way been provided/ approved by McDonalds. Presentation for YoungPlannersBelgium by: francesco.caccamese@germaine.be annemie.goegebuer@publicis.be dieter.riemaeker@saatchi.be laurens.sonneville@famous.be