Do you want answers with that? McDonald’s starts food dialogue
June 07, 2012 | Alicia Androich | Comments
McDonald’s Canada is taking much more than orders these days. The restaurant chain is also taking questions from Canadians curious about its food using a new digital platform.
The “Our Food. Your Questions” project, which is being executed by Tribal DDB Toronto, is meant to foster no-holds-barred interactivity with Canadians. Consumers are being invited to visit a dedicated website to ask questions about everything from which ingredients are used in McDonald’s food to how the egg in a McMuffin gets its perfect shape.
The goal is to offer more transparency about the company’s food and tackle long-held beliefs – not all positive – that consumers have about its offerings.
“We’ve long been a leader in providing full nutrition information and ingredient listings for everything we serve, but there are still many food myths out there that are completely unfounded and that we aim to set the record straight on,” said John Betts, president and CEO of McDonald’s Canada, in a release.
This digital two-way dialogue begins when participants ask a question after logging into their Facebook or Twitter accounts. The company says every new question will be personally answered. Those that visit the page can also look through other people’s questions, and use their own social channels to share questions that have been answered already.
An online video (with some relatively frank questions about food quality, veggie options and portion sizes) drives viewers to the project’s webpage.
Last year, McDonald’s Canada launched another food quality awareness program – the “McDonald’s All-Access Moms.” That program also relied on social media (as well as television) to spread its message. Four Canadian moms (real ones, not actors) went on a tour of McDonald’s to get the lowdown on its food. They relayed their experiences via their own blogs, social channels and also on the daytime show CityLine.