McDonald's Corp. has set out to dispel some myths about ingredients and preparation as part of a yearlong food-credibility campaign
"We've been hearing over the years that consumers have some misperceptions about the quality of our food at McDonald's,"said Molly Starmann, director-U.S. marketing, at the chain. "In 2008 we're engaging in a conversation with our guests because we feel it's important for them to know the truth about our food."
"We've been hearing over the years that consumers have some misperceptions about the quality of our food at McDonald's,"said Molly Starmann, director-U.S. marketing, at the chain. "In 2008 we're engaging in a conversation with our guests because we feel it's important for them to know the truth about our food."
Tribal's team recommended a website that addressed food-quality concerns, opened up dialogue with the company and provided video of how menu mainstays such as Big Macs and french fries are made. The team visited local suppliers to capture their authentic voices.
The site launched simultaneously with DDB's TV spots Feb. 28, and Arc's new packaging is now in McDonald's outlets. Each component of the push directs customers online to learn more about what their lunch is made of.
The site launched simultaneously with DDB's TV spots Feb. 28, and Arc's new packaging is now in McDonald's outlets. Each component of the push directs customers online to learn more about what their lunch is made of.
