McDonald’s has been playing their cards at attempting honesty and transparency. A smart move for the brand who is often accused of quite the opposite.
Within one of their Canadian websites, they offer customers the opportunity to ask them any question that’s on their mind. McDonald’s then replies directly to the question either by written reply or video.
Recently, Hope Bagozzi, Director of marketing for McDonald’s Canada, replied to the question:
“Why does your food look different in the advertising than what is in the store?”
Here is the video reply where Bagozzi thoroughly responds to this question:
Although there seems to be mixed feelings about the truth revealed within this video, the general sentiment seems to be that people are:
- Happy with the thorough answer; and
- Happy to see McDonald’s taking a transparent approach and proactively shining some positive light on their brand.
Not just the easy questions
Within this honesty campaign, I was happy to find that McDonald’s is staying true to their word and not only answering the easy questions. When asked:
“Is your beef actually 100% pure beef or is that just the name of the company?”
here’s the video reply McDonald’s published:
Does this honesty campaign risk sending McDonald’s into a social media crisis, ruining their reputation even further?
It’s a question that is being asked, and from what I’ve seen so far, McDonald’s is doing a great job at attempting to prove their transparency and answer both the hard questions and the easier ones.
Because this campaign is based on truth and transparency (and of course scripted and strategically prepared by their marketing team), the only way McDonald’s could truly hurt their image with this is if they released a reply that was proven to be dishonest or less than truthful.
Since McDonald’s is in complete control, answering the questions they feel important to answer, crafting an honest and proving response and uploading it to their platforms, I think they’re on to something brilliant!
They’ve really embarked onto the power of social media, playing by the rules and getting creative!
What do you think of McDonald’s new truth campaign? Do you think it will help in bettering their image, or do you believe it to be just another marketing ploy that people won’t buy into? Share your thoughts with me below!
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.