# Fast Food Packaging Makeovers McDonald's Revamps Their Image By Marissa Brassfield | Published 2008-10-31 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonalds-packaging References: [adage](http://adage.com/article?article_id=132111) & [mcchronicles.blogspot](http://mcchronicles.blogspot.com/2008/10/mcdonalds-international-media-days-2008_9631.html) The [McDonald](https://www.trendhunter.com/trends/mcflurry-packaging)’s marketing machine launched their new packaging yesterday at McDonald’s International Media Days 2008. The revamped images are meant to emphasize the product as opposed to the brand. Chief Marketing Officer Mary Dillon noted that the [packaging change](https://www.trendhunter.com/trends/blanco-1) was a big part of the McDonald’s branding transition: “This packaging is all about simple, easy enjoyment.” McDonald’s is attempting to change [consumer perception of the brand](https://www.trendhunter.com/trends/scotts-protein-ball) from ‘fast food’ to ‘good food fast,’ as McChronicles points out. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 63% | Activity: 77% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Sustainable Packaging:** Opportunity for companies to revamp their packaging with sustainable materials and highlight their eco-friendly initiatives. - **Product-centric Packaging:** Companies can shift focus from branding to highlighting the product itself through innovative packaging designs. - **Brand Image Transformation:** Opportunity for companies to rebrand and transform their image to appeal to changing consumer perceptions. ### Who This Affects Most - **Food Packaging:** Companies in the food packaging industry can innovate sustainable and product-centric packaging solutions to meet the changing demands of customers. - **Fast Food:** Fast food chains can leverage brand image transformation opportunities to position themselves as providers of 'good food fast' rather than just fast food. - **Marketing and Advertising:** Marketing and advertising agencies can assist companies in revamping their brand image and developing innovative packaging designs to communicate the desired message to consumers. ## Related on Trend Hunter - [Sustainable QSR Dessert Packaging](https://www.trendhunter.com/trends/mcflurry-packaging.md) - [Sustainable Forest-Themed Kids Meals](https://www.trendhunter.com/trends/mcdonalds-happy-meals.md) - [Mental-Health Awareness QSR Packaging](https://www.trendhunter.com/trends/happy-meal-box.md) - [Pristine Fast Food Campaigns](https://www.trendhunter.com/trends/all-flavour-no-mess.md) - [Culinary Brand Packaging Redesigns](https://www.trendhunter.com/trends/mousline.md) - [Multifunctional Cardboard QSR Packaging](https://www.trendhunter.com/trends/the-tablebag.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md) - [Flavor-Enhanced QSR Wrap Menus](https://www.trendhunter.com/trends/mcdonalds-mcwrap-and-chicken-snack-wrap.md) - [Sustainable Frozen Desserts](https://www.trendhunter.com/trends/mini-mcflurry-1.md)