The fast-food chain has brought in green comms specialist Futerra following a four-way pitch. It is the first time McDonald’s has used a specialist CSR agency.
The news comes in the same week that a Keep Britain Tidy survey suggested McDonald’s was responsible for 29 per cent
of the UK’s takeaway litter.
Futerra will help McDonald’s communicate its green initiatives to its 72,000 employees. The in-house team will continue to handle external green comms.
McDonald’s environment manager Marie-Louise Ter Beek said she wanted the agency to help make its CSR strategy ‘more exciting and engaging for our employees so that they apply what they learn not only to their work but also to their home life’.
Futerra’s CEO Solitaire Townsend said the brief was to help create ‘attitudinal and behavioural change’ among McDonald’s employees to help the brand meet its environmental targets.
‘The days of trotting out a corporate line on CSR to staff should be well and truly over,’ she said. ‘This is about tapping into the enthusiasm that is already there and supporting managers on how best to engage employees and local communities on green issues.’