In case you haven’t heard, McDonald’s Canada has pulled back the curtain to showcase how their food is made. In a bold attempt at transparency, they are letting real consumers ask any question they like about the food. Instead of the usual corporate B.S. the public is used to getting, they are actually addressing the questions on a dedicated site using videos and real answers. Ever wanted to know how the food looks so perfect, or what’s in the secret sauce? All is being revealed over at McDonald’s Canada Youtube channel and the Your Questions microsite.
“Ever wanted to ask us about the food in our Canadian restaurants? Now’s your chance! We’ll answer any questions about our food – even the tough ones – then post a personal reply from McDonald’s® Canada.”
Simple, direct and honest. This is social media at it’s best: opening a two-way dialogue, creating buzz and being super awesome. It’s genius.
In this always connected world where every brand is now under the spotlight, McDonald’s is taking control of their message and showing they have nothing to hide. They have even revealed how to make the secret sauce for the Big Mac.
I must say this is the best advertising campaign I have seen in a long time (and it’s not just because I happen to worship McDonald’s!). The takeaways here aren’t anything new: be open and honest and everything else will fall into place. Many brands just haven’t got that message yet. Social media is helping them understand there is nowhere to hide anymore!
Of course there are critics, this is a billion dollar brand that is known for many controversial issues (pink slime anyone?), but McDonald’s has reacted in a perfect way that resonates with consumers.
The campaign is picking up a ton of momentum, I’ve heard people talking about it on radio, television and all over the web. News outlets all over the world have picked up on the campaign. This is a viral campaign in every sense of the word: it’s spreading like virus! Everyone wants to know the secrets behind the biggest fast food chain in the world. Many urban legends and misconceptions have circulated the internet for years, and this is their bold attempt at stopping them in their tracks.
One point of criticism: Users can’t comment on the videos, and while they do show real behind the scenes, they are also very controlled. While very open and honest, key information is being left out of the conversation. Maybe the next video can detail the food additives and manufacturing process of the food before it gets into the store. Either way, at least the world now knows how to make Big Mac sauce.
Great job McDonald’s! Now to head to my kitchen and attempt to see if I can make a Big Mac that is just as good as the restaurant!
How do you feel about this campaign? Do you love it, or hate it? Leave me a comment below and let me know.