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    For my final university project I set out to investigate the use of misleading marketing strategies used in the fast food industry; often present… Read More
    For my final university project I set out to investigate the use of misleading marketing strategies used in the fast food industry; often presenting an unrealistic perception of the products in order to encourage sales. Fast Food Franchises generate at least $160 billion in revenue every year- the McDonald’s corporation owning the largest market share with stores in over 110 countries. McDonald’s invest a huge amount in marketing every year, encouraging consumers to buy their food through television adverts, movie promotions, magazines, billboards, signage, sponsorship and celebrity endorsements. The Out of The Bag project aims to strip away the deceptive elements and distractions of fast food marketing, and bring the focus back to the ingredients and the processes in which the food is made, in this case McDonald’s products. Through the following series of recipe books and corresponding online campaign, we aim to simply offer the facts as accurately and with as much clarity as possible, with the aim to hopefully both inform and increase interest in the food we eat. Read Less
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RECIPE BOOKS:
 
The collection features 5 books - Breakfasts; Main Meals; Desserts; Drinks and Sides. Each book comes packaged in it’s own unique print and contains the exact ingredients and method used to prepare meals you can purchase at a UK McDonalds with the intention of supplying 100% honest information. The composition was inspired by simple, impactful typography, alluding to current McDonald’s packaging and traditional propaganda posters.
 
 
MARKETING:
 
Created through techniques such as screen printing, posters and leaflets were printed on materials that resembled rubbish and discarded food packaging. In guerilla marketing style they were placed in streets and busy areas and while the content is taken directly from the recipe books, it is left minimal to keep some intrigue surrounding the project. The marketing materials where designed to be taken/ torn off and shared, and each piece directs readers to the online site.
 
 
ONLINE SITE:
 
The online site allows visitors to find all the information about the campaign, including advice on getting involved and purchasing the recipe books as well as providing access to online content. The site was designed as a continuous scroll page with a fixed navigation bar in order to tell a story, fluidly guiding the user through the campaign. The minimal design helps keep the focus on the content.
 
 
 
 
Out of the Bag Campaign