McDonald’s to promote ‘good work’
20 June, 2011
McDonald’s is trying to champion its ethical initiatives with a new TV ad, Marketing magazine reports. The 60-second ad will highlight McDonald’s work in local communities and on environmental and staff initiatives.
It will be backed up with in-restaurant, print, online and social media campaigns. Alistair Macrow, vice president for marketing at McDonald’s in the UK, said the campaign was an attempt to move the chain’s marketing on. “Over the past three years, our advertising focus has been primarily on the ingredients that go into our food and where they come from. While our brand advertising will continue to satisfy this interest, we feel the time is right to start celebrating the good work we do in other areas of our business. Even our most dedicated followers will learn something new.”
Initiatives spotlighted by the campaign include McDonald’s efforts to reduce environmental impacts in its supply chain, and its litter patrols around local restaurants.
Giles Gibbons, chief executive of Good Business, thinks the new marketing strategy is well timed by McDonald’s. “An organisation with so many staff initiatives, sustainability programmes and local outreach projects can go beyond talking about the food and quality of its restaurants. So it makes sense to broaden communications. People wouldn’t have previously listened to McDonald’s on this. They will now.”
For the full story, see McDonald’s activity to promote ethical focus.