For the First Time Since Happy Meals—I’m Lovin’ It

April 6, 2008 at 7:23 pm | Posted in Uncategorized | 4 Comments
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Famous for its milkshakes, cheeseburgers and super-sized fries, McDonald’s has taken the next step toward changing its image. This time around, the restaurant is doing a little more than throwing some fried chicken on top of a bed of lettuce and calling it a salad.

 

 It’s newest efforts manifest themselves in a yearlong food-credibility campaign.

 

The campaign will battle misperceptions about the quality of McDonald’s food. So how will McDonald’s get its word out? It’ll spread the word using the PR professional’s newest favorite tool, Web 2.0. Read more about it in a recent Ad Age article.

“We wanted to have an open dialogue instead of broadcasting a message like advertising in the [fast-food industry]. We wanted to take a different approach,” said Jaime Guerrero, account manager at Tribal DDB.

 

(Finally – people are beginning to think more like Al Ries).

 

I spent some time exploring the “Food, Nutrition and Fitness” section of McDonald’s Web site—and I have to admit, McDonald’s is winning this girl over.

 

The site encourages viewers to:

 

  • “See what we’re made of,” offering Q&A on everything you could want to know about every product, right down to what kind of seasoning is in the sausage.
  • Seek tips from three Wellness Experts
  • Learn from Moms’ Quality Correspondents in a microsite that features moms who will have “unprecedented access to the McDonald’s system to see how McDonald’s serves millions of customers quality food every dayross the country.” Other moms can join a community or ask questions.

 

The “From Farm to Restaurant,” “Meet our Suppliers” and “Meet the Crew” areas are coming soon, the site reports.

 

The new McDonald’s mind-set may be a big step in dismantling its reputation of the villainous fast-food joint that uses the horse meat in its burgers and pumps Americans full of grease.

 

It will be interesting to see how long it takes for Burger King and Wendy’s to

discover that broadcasting bacon and extra cheese might not be the key to selling more burgers.

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