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I found an interesting article from http://blog.freedmaninternational.com/, and here is the part of the article.
“McDonald’s is tapping into a growing focus on reassurance of hygiene levels among Chinese consumers following a spate of food safety crises over the past few years.
The new “Chickileaks” campaign emphasises McDonald’s ethical and healthy treatment of chickens. In China, the fast food giant has faced the challenge of local consumers’ preference for chicken over beef. Having introduced more chicken-based items to its menu, McDonald’s hopes that the Chickileaks campaign will further boost its reputation as a provider of quality chicken products.
Focusing on responsibility and transparency, the campaign microsite harnesses online marketing tools including video to take users on a guided tour of McDonald’s chickens, including interviews with the scientists and technicians who monitor the livestock.”
McDonald’s is doing the right thing to promote their products and to appeal its brand in China, and this campaign will give them a competitive advantage over rival fast food chains since only a few companies are focusing on responsibility and transparency in China. They know exactly how to gain trust from Chinese consumer and stand out as providing healthy food.
Once companies market different countries, they have to gain trust from their potential customers. By showing and emphasizing their business ethic and practices, customers would accept the brand and trust the quality of services and products that companies provide.