Can you solve “The Mystery of the McDonald’s Litter”?

13 Jan

A media planner, creative director, and account director are cutting through an alley on the way to a client meeting. The alley is covered in litter – bags, flyers, packaging – and it seems that a large portion of the litter is McDonald’s cups and bags.

The media planner says: “Because of their high market penetration and nearby location, it only makes sense that a lot of the litter is of their products.”

The creative director says: “No, because McDonald’s is such a well-known brand, those items are just standing out more to us. There isn’t a disproportionately higher amount of McDonald’s litter.”

The account director says: “Here’s why there’s more McDonald’s litter. People who eat there have a lower opinion of themselves. So why should they feel any differently about the environment?”

So, who’s right?

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5 Responses to “Can you solve “The Mystery of the McDonald’s Litter”?”

  1. Chris Burdge January 13, 2010 at 3:18 pm #

    None of them.

    In fact, it was the Promotions Director – he planted the McDonald’s litter there as a marketing tactic not knowing it would have a negative backlash and drive people back to home cooking…

  2. dougbrowncreative January 13, 2010 at 4:32 pm #

    The Creative Director is right. They are always right.

  3. Janis La Couvée @lacouvee January 13, 2010 at 9:51 pm #

    It’s the media planner – always measuring the effects of campaigns.

  4. David January 13, 2010 at 11:15 pm #

    Perhaps you should have counted them to see if it was perception or reality?

  5. Michael January 19, 2010 at 10:30 pm #

    What were they really doing in the alley?

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