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Brief Published: 18 Jun 2012

Truth About Street Food

Extra

What do we eat on the streets? Global advertising agency McCann set out to discover the truth about our eating habits in a new research study that establishes direct contact with consumers.

The first study of its kind, the TruthAboutStreet surveyed people in Latin America’s biggest urban centres, including Sao Paulo in Brazil, Mexico City, Bogota in Colombia, and Buenos Aires in Argentina. In less than three weeks, McCann mobilised 2,500 employees from its Latin American staff network across the region to interact with more than 15,000 people.

The initiative is the brainchild of Luca Lindner, McCann’s group president for Latin America, the Caribbean, Africa and the Middle East. “This is the first time something this big has happened in the world of advertising, and it is a new way of expressing our constant passion for understanding consumers,”declared Lindner.

The study will be repeated three times a year, and will soon be replicated in the USA and Europe.

McCann World Group

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