McDonald’s launches ingredient tracking app

McDonald’s has launched an app that allows users to track the origins of the ingredients in the food they’ve bought. TrackMyMacca’s follows the supply chain of food and uses augmented reality to display the results in an attempt to dispel some of the myths around the restaurant’s processing procedures.The app was created by DDB Australia in partnership with production company Acne Production, video house And so they were, media agency OMD and Mango PR.

The app works on selected menu items across Australia. The app has been launched and will run until 30 June 2013. Visit mUmBRELLA's website for more information about the app.