McDonalds - Our food, your questions

Summary

McDonald's embarks on a bold campaign to address public questions about their food, focusing on transparency and honesty. Through a series of viral videos, the company tackles concerns about food quality, appearance in ads vs. reality, and misconceptions about their ingredients. With responses to over 20,000 questions and more than 14 million video views, McDonald's transforms its image, building trust and pride among customers worldwide. The campaign encourages openness, showing that McDonald's food is real, with even a chef revealing how to make their iconic Big Mac sauce at home.

Takeaways

• 😀 McDonald's has faced both praise and criticism over the years, sparking many questions from customers.
• 😀 The company decided to stop talking and start listening to customer concerns to improve their image.
• 😀 McDonald's answered customer questions openly and honestly in real-time, posting the responses live for the world to see.
• 😀 A marketing campaign led by Hope Pagazi addressed customer concerns, including why the food looks different in advertising compared to real life.
• 😀 The campaign showed a side-by-side comparison of burgers in advertising and in-store, highlighting the differences.
• 😀 McDonald's addressed misconceptions about the quality of their beef, clarifying that it's not all '100% pure' but comes in lean and satin types.
• 😀 The company made a point to publicly address tough questions, making their responses louder and more visible.
• 😀 A viral video revealed why burgers look better in ads than in real life, aiming to dispel the myth of unrealistic advertising.
• 😀 The message McDonald's wanted to convey was that their food is real and authentic, despite its appearance in advertisements.
• 😀 McDonald's also shared the recipe for their famous Big Mac special sauce, further increasing customer engagement and transparency.
• 😀 The campaign led to positive results, with over 20,000 questions answered, 14 million video views, and significant improvements in food quality perception and brand trust.

Q & A

Why did McDonald's decide to stop talking and start listening?

McDonald's decided to listen to customers because the quality perception scores were down, and they wanted to address questions and concerns openly and honestly.

What kind of questions were McDonald's receiving from the public?

The public had questions about various aspects of McDonald's, such as food quality, the ingredients used, whether the beef is 100% pure, and why the food looks different in advertisements than in real life.

How did McDonald's respond to these questions?

McDonald's responded by answering the questions openly and honestly in real-time, posting their responses live for the world to see.

Who is Hope Pagazi, and what role did she play in McDonald's campaign?

Hope Pagazi is the director of marketing for McDonald's Canada. She played a key role in addressing customer questions, including answering Isabelle M's question about the difference between McDonald's food in ads and in-store.

What specific question did Isabelle M from Toronto ask McDonald's?

Isabelle M from Toronto asked why McDonald's food looks different in advertisements than it does in the store.

What was McDonald's approach to the myth about their food looking different in ads?

McDonald's dispelled the myth by showing a direct comparison between a burger in the ad and one in the store, emphasizing that the food is real and whole.

What was McDonald's response to the question about whether their beef is 100% pure?

McDonald's clarified that there is no company called '100% pure,' and explained that their beef comes in two types: lean and satin.

How did McDonald's use a viral video in their campaign?

McDonald's released a viral video that explained why their burgers look better in advertisements than in real life, and also revealed how to make their special sauce at home.

What results did McDonald's achieve from this campaign?

McDonald's answered over 20,000 questions, earned more than 14 million video views, and achieved significant improvements in food quality perception and brand trust scores.

How did this campaign affect the public's perception of McDonald's?

The campaign helped transform how people feel about McDonald's by making the brand more transparent and allowing the public to see the real story behind their food, making people proud to love McDonald's.