McDonald’s launched their first “Our food. Your questions” campaign in June 2012. This campaign is designed to answer consumer questions about McDonald’s food such as “Why does your food look different in the advertising than what is in the store?” and “Why is the food at McDonald’s so cheap?” through social media.
McDonald’s answers these questions through YouTube videos and their website in a creative way that help convince consumers that McDonald’s uses and serves good quality products.
I feel that this campaign will help reinforce McDonald’s image as a fast food restaurant. Customers and food critics alike have had the opportunity to state their experiences, opinions, and claims of McDonald’s that put the restaurant in a negative light. With this campaign, McDonald’s has the opportunity to rebut these claims and reposition itself in the fast food industry.
Sources: McDonald’s Transparency Campaign Continues With Questions You Never Thought The Chain Would Answer, McDonald’s Canada campaign assures its burgers are, in fact, made of ‘100% beef’