Last summer, McDonald's Canada created a pop-up called 'The Salad Society' as a way of cleverly marketing its products to those who would not normally eat at the fast food chain. With a contemporary look and fresh ingredients, the pop-up served as a creative way to promote the chain's healthier menu options.
The Salad Society was developed by McDonald's Canada and the creative agency Tribal DDB Toronto. The marketing stunt involved launching an unassuming pop-up that served fresh salads made from ingredients such as baby kale, couscous and feta. The happy diners were only made aware of the fact that they were eating McDonald's products when they got to the bottom of their bowl and saw the chain's familiar logo.
The pop-up was designed to help the fast food brand change perceptions about its food by letting the ingredients speak for themselves. As Solange Bernard of McDonald's Canada explains, "We know there's some skepticism about McDonald's ability to introduce amazing salads with fresh ingredients, so this is our attempt to turn those notions on their head."