McDonald's Canada: Our food. Your questions.

Agency: Tribal DDB Toronto
Advertiser: McDonald's
Brand: McDonald's
Country: Canada

Objectives

Effect a dramatic improvement in McDonald's food quality perception scores in order to strengthen brand health and lift long-term sales.

Despite having the best food quality and safety practices in the industry, consumers give McDonald's little credit for their leadership. In fact, McDonald's had become the poster child for everything that is wrong with quick service restaurants and mass produced food. Internet and social media had seen the proliferation of 'McDonald's' myths and rumours which included "pink goop" in the chicken, "pink slime" in the beef, that the food doesn't rot, and that the burgers aren't made from 100% pure beef, but instead bought from a misleadingly named company called: "100% Pure Beef."