What Does McDonald's Food Consist Of? New Transparency Campaign

Last week, fast food giant, McDonald's, launched a new campaign that centers around the brand being honest and transparent about their practices. The campaign is being launched in the U.S. and will be called, "Our Food. Your questions."

This is not the first transparency rodeo for McDonald's, as they have run similar campaigns in Australia and Canada in the past. They plan to answer questions like, "What is a McNugget?" "Is pink slime really in burgers?" etc.

The drive for the campaign is to improve the perception of their food quality and combat depressing sales with Millennials against chains like Chipotle and trendier burger joints like 5 Guys, as well as others.

The videos explaining everything will be featured on a dedicated part of the company's website as well as social media- Twitter, Facebook, and YouTube. As a Chicago marketing agency, we hear a lot of what McDonald's does since they are just down the road and we think this is a mighty fine idea.

In one video, the question is asked, "Is the beef in McDonald's burgers real?" And in response, the host, Grand Imahara (formerly of Mythbusters) visits a beef supplier for the chain and witnesses the grinding and inspection process for the beef that goes into a McDonald's burger.

The chain is also handling questions with their social media marketing efforts, encouraging consumers to ask questions, where they give prompt, real responses (not automated) that contain a link to the videos.

This could prove to be a smart branding move for the chain, let's see if it pays off or if it… flops (lame joke?)

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