Go back
McDonald’s / Food Solutions KZ
Support During Rebranding
Challenge
In 2022, McDonald’s exited the Kazakhstani market, causing significant public and media reaction. Our agency faced a complex challenge: to minimize the negative impact, support the company’s reputation, and ensure a smooth rebranding of the restaurant chain under the new brand, Food Solutions KZ.
Madina Musayeva
PR Director
"Crisis situations require a rapid response and a well-thought-out strategy. It is crucial not only to manage negativity but also to establish a new line of communication with the audience. We promptly developed a PR strategy that not only mitigated the crisis but also shaped a positive perception of the new brand."
Results
- Developed a PR strategy that included managing negative feedback, preparing crisis communications, and monitoring the information landscape.
- Secured over 50 publications in key Kazakhstani media outlets to clarify the situation.
- Launched the «Biz Ashykpyz. We Are Open» campaign to introduce the new brand to the audience.
- Initiated HR campaigns «Men Yuliyamin» and «Men Aruzhanmyn» to support employees.
- Engaged with international and Kazakhstani media to maintain a neutral news tone and prevent reputational risks.