You didn’t notice that tree, but McDonald’s apparently did.
We read on Facebook the other day that in any given minute, as many as 100 people in the world are eating McD’s. And at an ad conference once, a McDonald’s marketing executive told us that every time McD’s changes its menu, even slightly, it alters the entire ecosystem around it. That’s how much food it’s obligated to produce to sate an inexplicable but unlimited appetite for Chicken McNuggets.
So while we’d like to think a company with an environmental footprint that big is responsible, we realise it isn’t necessarily feasible because our own demands, taken in aggregate, are unreasonably high.
But maybe we’re wrong. Because with help from Leo Burnett London, McDonald’s UK is pulling a Chipotle, except with more dirt and less CGI.
Did you know that its eggs (the curiously square-shaped ones in our McMuffins) are free-range? Did you know the farmers it uses to supply you with Quarter-Pounders at a penny-drop are local (at least in the UK)?
You do now.
This ad’s part of its “here’s to what matters" (no caps!) campaign, whose aim is to educate people on how McDonald’s contributes to the community. There are pieces on what Ronald McDonald House charities do, and spotlights on young British farmers.
Insisting that the campaign “marks a significant step change – not in what we do, but in how we talk about what we do,” McDonald’s UK svp/chief marketing officer Alistair Macrow calls it an effort to “help people understand the bigger picture – what McDonald’s is all about and show the difference that we make to people’s lives.”
Here’s to hoping. If nothing else though, maybe it won a bit of brand recognition for the trees.
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- Posted by: angelanatividad