McDonald’s attitude to the environment, particularly on packaging, has enabled the chain to reduce its plastic usage in Germany by several thousand tonnes since 2019. But attitudes to its sustainability policy remain negative. So in order to spread the message, it used appropriate media. In other words, placing print ads on recycled paper, running shorter advertising films, and creating outdoor displays made of wood and eco-responsible paint. All these are designed to underline the idea that McDonald’s is a sustainable brand. Now it just has to hope that consumers swallow the message.