When our team was briefed on creating a look and feel for McDonald’s New Fresh Beef Quarter Pounders, we knew skepticism would be our biggest challenge. With product quality always in question, how could we educate consumers that McDonald’s is actually making a fresh, not frozen Quarter Pounder that doesn’t hit the grill until the customer says when?

After tasting the new QPC and at least 13 other burgers in less than 48 hours during a competitive research trip in Dallas, I realized we had a product that could hold it’s own. The meat was hotter. The cheese was melted to perfection. And there was actual steam coming out of the burger when I took my first bite. I was inspired and knew the Quarter Pounder lovers out there could handle the heat. That’s why we invited them into our kitchen with this Fresh Beef campaign.