McDonald’s + Reinsurance = Make a TV spot isn’t enough
McDonald’s has launched a TV campaign to get in touch with parents on reinsurance about their food quality. A quite good TV spot managed by Leo Burnett agency. But there’s still a thing missing in that campaign. Though communication agencies like Leo Burnett laud their 360° communication ability (holistic approach as some say), they don’t care about launching in parallel an online communication plan to engage the brand with consumers to keep the conversation they started continue. Which would have been a great move, inviting parents who see the TV spot to discuss about the feelings they have about Happy Meals (that’s the main reason of the TV spot) and tap parents insights for new communication ideas and find out needs the brand has to cover to incite people to go more frequently at McDonald’s.
I’m not that much with McDonald’s (I’m eating McDo food only when there’s nowhere else to go) but since they’re in the place, they should not just send their opinion but discuss it with their major company members, their customers. They did start something like that, inviting some mothers to visit the company farms and plants to see how the McDonald’s food is being produced, and then share the information using a blog. That was quite an interesting initiative, but just not followed enough to be useful (or at least they could get more from campaigns like that).
Via The Guardian
The Innocuous McNugget and the Millions of Advertising Dollars Behind It | Down to Earth - Safety in Food Production | July 1st, 2008 at 11:05 pm #
[...] McDonald’s received thanks to certain documentaries and books, and some people, like Romain Péchard, will take a lot more convincing. He points out the commercial in the UK that came on the heels of [...]