How "Our Food, Your Questions" changed perceptions of McDonald's
Andrea Sophocleous
When consumers are openly attacking the quality of your product and the credentials of your brand, traditional advertising is just not going to cut it. That was the thinking behind the radical "Our Food, Your Questions" campaign by McDonald's Canada, which sought to tackle reservations and misconceptions among shoppers.
Speaking at the ADMA Global Forum in Sydney in August 2013, Joel Yashinsky, CMO/senior vice president, marketing and consumer business insights, at McDonald's Canada, said authenticity and honesty were central to the campaign's success – as well as being...