Mcdonalds Campaign Paper

McDonald’s opened its first restaurant in Des Plaines, Illinois on April 15, 1955. It’s the world’s largest chain of burger fast food restaurants, serving 68 million people a day in more than 36,000 locations worldwide and 100 countries. (McDonalds) In 2013, the corporation’s social media outlets received negative and bashing comments about their food every 42 seconds.
In 2014, misperceptions of the food with no transparency about the ingredients were affecting it tremendously. The results of a questionnaire were not good with only 37 percent of ‘curious skeptic’ millennials felt decent about eating at McDonald’s locations and only 32 percent felt wholesome about the food. (PRSA)
The corporation pursued to change the communication of their food reputation through a campaign that launched in October 2014 after it had been successful in Canada and Australia named “Our Food. Your Questions.” (McComb)
A social media audit conducted by Golin was performed to conduct what brand skeptics were asking about the food and the most frequently asked questions reflecting negative influence about McDonald’s. The review concluded that the corporation was overlooking approximately 2,000 opportunities to involve customers in their produce daily. (PRSA)
Mcdonald’s created a video introducing the campaign that aired

Are they made from a processed pink sludge of meat and bones ground up with chemicals?” Viewers saw transparency because the host of the video was a normal person who asked a question and not an actor. Every step was explained from her picking up McNugget packages to delivering it to the laboratory to test iron, calcium and bone particles. The results detected no signs of McDonalds depositing a whole chicken in a blender to produce McNuggets.