In 2016, independent research revealed a need for greater transparency around McDonald’s food process. We developed a campaign that harnessed the latest virtual reality technology to take the supply chain from the countryside to communities across the country – offering greater transparency than ever before. Follow Our Foodsteps brought together tech developers, young farmers and food experts to create an immersive VR experience, inviting people to walk in the ‘foodsteps’ of those that produce food in the UK. We took this on the road, reaching 1.1 million people. The campaign helped McDonald’s reach peak trust levels, particularly regarding its menu ingredients.