McDonald’s wants every marketing interaction to supply an “emotional free sample” for consumers.

Just as the restaurant chain specializes in serving up food as it provides hungry diners with a welcome moment of peace or pleasure, so the Chicago, Illinois-based company is giving its communications a positive emotional kick.

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Colin Mitchell, vp/director global brand, McDonald's

“We developed this model which we call ‘feel-good marketing’. And this is what we mean by an ‘emotional free sample,’” Colin Mitchell, vp/director global brand, explained to delegates at BRITE 2019, a conference held by The Center on Global Brand Leadership at the Columbia University Business School in New York.

“Our idea is that every point of interaction around the brand, however mundane … can be a moment of delight – and, in doing that, can kind of become the equivalent for the brand and the product itself.