It’s not as nasty as you think. That’s the message of McDonald’s latest ad campaign.
McDonald’s knows it has a serious image problem. Obesity, pink slime, Fast Food Nation, Supersize Me—the decades of exposés, headlines, and scandals have taken their toll. Since they can’t advertise their food as fresh, or healthy, or natural, or environmentally friendly, the company decided to go with It’s really not that bad.
McDonald’s has gone on a transparency drive called Our Food. Your Questions. They’ve produced video vignettes and infographics that explain the production process behind some of their most mystifying menu items like McRibs and McNuggets to show how something not found in nature can end up on your lunch tray. They’ve hired a host from TV’s Mythbusters to debunk some of the more persistent rumors, like the viral video of an ancient burger, so packed with preservatives that it refused to rot.
At the heart of the campaign is the online forum where customers can get real-time answers to their questions.
It’s where you’ll learn that their beef contains growth hormones but no worms, and that NOT ALL of McDonald’s salads are more fattening than their burgers. Special attention is given to questions about the notorious ‘yoga mat’ chemical. Yes, the rubbery additive is baked into most of their buns and rolls, but the spokesperson gives us a new way to think about the link to yoga mats: it’s like sprinkling ice on sidewalks in the winter; you don’t go around saying that you season your food with a de-icer, now do you?
Our perceptions may be malleable, but McDonald’s is McDonald’s is McDonald’s.
The problem with McDonald’s form of transparency is its toothlessness. The food remains fundamentally unhealthy, employees aren’t paid a living wage, and suppliers practice inhumane and unsustainable forms of agriculture. The hamburger meat continues to be pumped full of antibiotics to combat the filth of the crowded factory farming feedlots, and the eggs come from chickens that lived out their lives in locked battery cages.
This new openness might make McDonald’s appear less sinister, but consumer confidence and trust won’t be rebuilt until the company commits to taking a stand for healthy, sustainable foods. Companies like Starbucks, Panera, and Chipotle are winning the fast food wars not because they’re more transparent, but because they’ve taken a hard look at the quality and origins of the ingredients they use and have forged genuine change. As the nation’s biggest fast food chain and one of the world’s largest purveyors of raw materials, McDonald’s is in a position to make a real difference in how food is grown and the way the world eats.