Boston, MA 10/14/2014 (wallstreetpr) – McDonald’s Corporation (NYSE:MCD) launched social media campaign to address the top concerns of Millennials about what is in its burgers and nuggets. The company has also launched similar campaigns in Canada and Australia. McDonald’s VP of Communications at U.S., Ben Stringfellow, expressed that the campaign offers more straightforward responses to concerns about our food.
The company launched a promotional effort dubbed ‘Our Food. Your Questions.’ The webisodes bring out some of the behind-the-scenes facts about the fast-food chain, clearly targeting Millennials. Consumers can submit their queries via Twitter, Facebook, YouTube and some other social media platforms. McDonald’s will respond to some of those queries with webisodes and similar social media content.
The Significance
McDonald’s Corporation (NYSE:MCD) is experiencing continuing downtrend in its sales, especially the significant decline in key Millennial customers. Moreover, the company is losing customers in casual markets like Panera and Chipotle, where the food is perceived to be of better quality.
McDonald’s Corporation (NYSE:MCD)’s Executive VP and Chief Brand and Strategy Officer for the U.S., Kevin Newell, expressed that the company is proud of serving more than 27 million customers on a daily basis. The campaign will attempt to bring clarity on their unanswered questions. The video features host of MythBusters, Grant Imahara, who visits a Cargill meat processing plant and converse with a manager on the meat packing line.
The Credibility
Two trend-spotting gurus: Marian Salzman, CEO of Havas PR and Irma Zandl, a trends guru, admired the effort to reach out to Millennials. However, both question the believability and credibility of the webisodes.
Salzman noted that McDonald’s Corporation (NYSE:MCD)’s food is perceived as less healthy whereas there is growing the demand for healthy fast foods. Moreover, she also questioned the missing conversation about sugar, salt and preservatives. Zandl expressed that the video feels staged despite the credibility of main actors.
