https://www.youtube.com/watch?v=KWljqAQZR-I&feature=youtu.be

Being one of the oldest fast food companies in the industry, or namely being criticized for offering unhealthy and cheap food, McDonald’s has secured a spot as a popular brand. It is recognized worldwide, and in present days it has gained a bad reputation, “myths” and rumors spreading, concerning the origin and quality of the meat used by the company.

That is why it comes to my complete surprise that McDonald’s has recently launched a campaign to offer “answers” to consumers and non-consumers alike regarding their products. This is certainly a double edged dagger for the company, seeing as this opportunity for consumers to ask questions on what they buy will certainly leave McDonald’s vulnerable and “exposed” to any hate and diminishing popularity in the public eye. However, it also proves that the company is being “truthful” and that they certainly could be defined as a value proposition. They are countering such scrutiny of an unhealthy diet and unknown sources of meat with transparency, and consumers will be very receptive to that.

Indeed, showing a video of Behind the Scenes of a photoshoot for McDonald’s advertising truly puts the latter a step ahead from its competitors, introducing an extremely unique marketing strategy.

Sources:

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/from-twitter-to-tv-mcdonalds-offers-answers/article4583492/