Would You Like to See How We Make Our Fries With That? Behind McDonald's Big Transparency Play

Photo Credit: The OC Register

Is it true that Chuck Norris eats only at McDonald’s? Is there plaster in the milkshakes? What about giraffe meat?

McDonald’s Canada was aware that people were asking these and other much tougher questions about its food online. Rather than ignore the elephant--or in this case, the giraffe in the room--last year, the company decided to confront the online speculation head-on with an interactive digital campaign designed to answer consumers’ questions and dispel myths. In an era when transparency and conversation have become the most aspirational hallmarks of marketing, McDonald’s Canada’s efforts have become one of the most interesting ongoing campaigns of the last while. Read More

Posted on November 13, 2012 and filed under Best Practices.