McDonald’s launches ingredient tracking app
McDonald’s has launched an app that allows users to track the origins of the ingredients in the food they’ve purchased.
TrackMyMacca’s follows the supply chain of food and uses augmented reality to display the results in an attempt to dispel some of the myths around the restaurant’s processing procedures.
The app was created by DDB Australia in partnership with production company Acne Production, video house And so they were, media agency OMD and Mango PR.
DDB’s creative director Nick Pringle said: “It’s always exciting to work on innovative projects for brands, and working on something that has the scale and reach of McDonald’s makes it even better. When a project involves changing more than 150 million pieces of packaging, you know it’s going to have an impact.”
McDonald’s chief marketing officer Mark Lollback said: “The TrackMyMacca’s app is a world first for McDonald’s and we’re really happy to have partnered with the DDB Group to deliver this our customers around the country. Using GPS technology partnered with augmented reality, any Australian with an iPhone, iPad or iTouch can now use the app and track where different ingredients of the specific meal they are having has come from.”
Now can they make an app that shows where the food ends up? Places like the thighs, the arteries, the liver, around the abdomen…..
I couldn’t give a shit where the food comes from, I went to Hungry Jacks for the chance to win some free food. Oh and their app runs on Android.
Lovely looking app but a waste of time personally.
@Steven, totally agree. Seems like an excuse to make a pretty app. If I were someone who genuinely cared where my food is sourced from, I wouldn’t be in McDonald’s in the first place.
@ Steven – I agree its a pity its not on Android. Great use of AR though – with context and meaning at least, and infinitely more engaging than a done-to-death in-(traditional)app competition entry mechanism. Agree that it could’ve used a call to action though, beyond just ‘provenance’.
A couple more campaigns of this size and AR could really be on the agenda from the client-side this year…
I guess this sets a marker for what AR can accomplish. Technically it’s amazing so I didn’t want to belittle the achievement but I didn’t feel compelled to download it while I was munching on a Big Mac (on my wife’s iPhone).