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McDonald’s to usher in Independence Day with story of #TrulyIndianBurger
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Wednesday, 14 August, 2019, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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McDonald’s is often looked at as the quintessential western brand, and this often leads people to assume that the house favourite burgers from McDonald’s India are also western in their origin. In an attempt to bust this myth and create awareness about the sourcing story and Indian origin of McDonald’s India’s food, this Independence Day, Hardcastle Restaurants Pvt Ltd (HRPL), the master franchisee of McDonald’s in West and South India, is telling the fascinating story of the Truly Indian Burger.
Conceptualised and executed by 22feet Tribal Worldwide, the Truly Indian Burger campaign explains how the McDonald’s burgers are an amalgamation of the best agricultural produce from across India.
Led by three 15-second digital films, the campaign is being further supported by an interactive microsite (best experienced on mobile handsets), which tells the sourcing stories of key ingredients of McDonald’s food products in an engaging way. People visiting restaurants can simply scan the QR Code on the tray-mat to know the sourcing story of their favourite burger. The campaign has cumulatively reached over one million people.
Each time you bite into your favourite McVeggie Burger, aren’t you thrilled to taste the fresh, crunchy lettuce? It is no ordinary lettuce, but the iceberg variety which makes its way to your plate from the mountains of the Nilgiris.
McDonald’s pioneered lettuce farming in India. There was no locally-grown good-quality lettuce available in India till the fast food chain introduced it into farming in India.
The second film, Jalapenos, talks about the burst of flavour every time you bite into the jalapenos in your Maharaja Mac burger. Where do you guess McDonald’s gets those from? These spicy jalapenos in your burger are not from Mexico or Spain, but they come from the state of Karnataka.
What about the McAloo Tikki? Have you wondered what makes it so special? The delectable burger that is now a global favourite is made from potatoes grown exclusively for McDonald’s India in the state of Gujarat. And the whole-wheat buns, that everyone loves so much, are from Maharashtra. This story has been aptly captured in the campaign’s third film.
Speaking on the campaign, Arvind R P, director, marketing and communications, HRPL, said, “Our goal has always been to only use the best and the freshest ingredients to make the food we serve.”
“To ensure this, over the years, we have invested significantly to bring in global best practices and the latest farming technologies to India that empower our farmers to locally grow and produce world-class ingredients,” he added.
They say that unity in diversity is the true representation of Indian culture. And this Independence Day, McDonald’s India is celebrating the diversity of its ingredients. After all, these burgers are as Indian as they get.
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