McDonald’s “Our Food. Your Questions.” campaign finally gets some love

Wednesday, 27 June, 2012

McDonald's - Our Food. Your Questions. campaign - Q1

After a #fail Twitter #McDstories hashtag campaign earlier this year (see “#McFail! McDonalds’ Twitter promotion backfires as users hijack #McDstories hashtag to share fast food horror stories“), McDonald’s is finally getting some positive buzz for its Our Food. Your Questions.” campaign in Canada. One factor to judge this campaign is the over 5 million YouTube views in less than 10 days. I will actually go further than “buzz” and say McDonald’s is finally getting some “love”.

Behind the scenes at a McDonald’s photo shoot

Fast food, especially McDonald’s fast food, has received some decidedly bad press (some say rightfully) when the world has become more health aware. It is a breath of fresh air when Hope Bagozzi, director of marketing at McDonald’s Canada, not only put herself in the center of a marketing campaign that can blow up quickly, but have a team of dedicated people & experts in answering some serious questions from people. Here are some questions and screen captures from tonight.

Charles S. from Concord, ON asked “There is a concern that animals are breed to reach a maximum weight in the shortest time. At what age is your livestock put to slaughter?

Madison L. from North Battleford, SK asked: “Is the chicken real meat?

Laura B. from Toronto, ON asked: “How is it that a McDonalds burger does not rot?

Nikki L. from Blackfalds, AB asked: “Does Canada use “pink slime”?

Sarah H. from Brampton, ON asked: “Why should I eat anything that has ingredients like “dimethylpolysiloxane” embedded into it?

As you can see, the above sample questions are not “softball” questions at all. Not being a food expert or medical professional, it may be hard for us to decide if the answers provided are “justifiable” or “acceptable” but at least McDonald’s is posting these questions and giving an attempt in answering them.

McDonald's - Our Food. Your Questions. campaign - Q2

McDonald's - Our Food. Your Questions. campaign - Q3

McDonald's - Our Food. Your Questions. campaign - Q4

McDonald's - Our Food. Your Questions. campaign - Q5

McDonald's - Our Food. Your Questions. campaign - Hope Bagozzi, Director of Marketing, McDonald's Canada

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