Myths, misinformation and McDonald’s: How fortune favours the brave

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

The Rumour Mill and McDonald's

Rumours. We're all drawn to them. We're social creatures and they are a source of social capital. They make us look and feel in the know and connected.

For rumours to work, they need to be based on a shared reference point. Public figures fit the bill nicely. As do big brands. And brands don't come much bigger than McDonald's.

The most powerful rumours are also a reflection of broader concerns. We care about what we eat. And McDonald's of course is a food business.

So, it's no surprise that McDonald's has long been the...

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