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# Fresh Fast Food Ads
The McDonald's Australia 2012 Campaign Plays 'Spot the Difference'

By Meghan Young | Published 2012-09-26 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonalds-australia-2012-campaign
References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/09/mcdonalds-permissibility-fish-permissibility-tomato-permissibility-eggs-permissibility-lettuce/) & [ddb](http://www.ddb.com)

After getting repeatedly called out by health food critics such as Jamie Oliver and more, one fast food franchise has decided to take matters into its own hands, as the [McDonald's](https://www.trendhunter.com/trends/all-flavour-no-mess) Australia 2012 campaign shows. By focusing on the similarities between fresh food options and the ingredients used for McDonald's meals, it reveals that McDonald's isn't that different from the good stuff.

The McDonald's Australia 2012 campaign was conceived and executed by the [DDB](https://www.trendhunter.com/trends/cheeky-maccas) ad agency branch based in Sydney, Australia. Art directed by Daryl Corps with creative direction by Dylan Harrison and photography by Anson Smart, it essentially plays the common game, 'spot the difference.' The thing is, there is no noticeable difference in the produce being shown. McDonald's uses the same lettuce, eggs and tomatoes as other restaurants.

## Trend Insights (Trend Hunter)

- Score: 3.8/10
- Popularity: 50% | Activity: 55% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial, Gen X
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health)

## Key Themes

### Why This Trend Is Growing

- **Transparency in Fast Food:** Opportunity for fast food franchises to showcase transparency in their ingredient sourcing and production processes.
- **Debunking Health Food Stereotypes:** Opportunity to challenge the perception that fast food is inherently unhealthy and showcase the similarities with fresh food options.
- **Consumer Demand for Ethical Fast Food:** Opportunity to meet the growing consumer demand for ethically-sourced and sustainable fast food options.

### Industries Being Reshaped

- **Fast Food:** Disruptive innovation opportunity to revolutionize the fast food industry by focusing on transparency, debunking stereotypes, and meeting ethical consumer demands.
- **Advertising and Marketing:** Opportunity for advertising and marketing agencies to develop campaigns that challenge stereotypes and promote transparency in the food industry.
- **Food Production and Sourcing:** Opportunity for food production and sourcing companies to cater to the growing demand for ethically-sourced and sustainable ingredients in the fast food industry.

## Related on Trend Hunter

- [Farm-Fresh Ingredient Campaigns](https://www.trendhunter.com/trends/golden-arches-of-mcdonalds.md)
- [Pristine Fast Food Campaigns](https://www.trendhunter.com/trends/all-flavour-no-mess.md)
- [Chicken Wing QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-australia-1.md)
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- [Nostalgic Fast Food Campaigns](https://www.trendhunter.com/trends/cheeky-maccas.md)
- [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md)
- [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md)
- [AI-Powered QSR Campaigns](https://www.trendhunter.com/trends/fastfood-ad.md)
- [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md)