AdAge.com: McDonald's Corp. has launched a yearlong food-credibility campaign to dispel some myths about ingredients and preparation. Some of the common assumptions it wanted to correct: that its hamburgers and chicken nuggets are made of "leftover parts"; that its milk shakes and ice cream contain lard; that its sausage patties contain additives that make people want to eat more; and that its cheese contains meat product. McDonald's decision to undertake the campaign comes on the heels of a spate of literature about the food industry, including books such as "The Omnivore's Dilemma," food-safety issues in China and the recent meat recall in the U.S. The resulting effort is spread among its creative agency, Omnicom Group's DDB, Chicago, digital sibling Tribal DDB, and promotional and out-of-home agency, Leo Burnett sibling Arc Worldwide, part of Publicis Groupe. DDB created a series of documentary-style TV spots that introduce farmers and suppliers, while Arc has redone food packaging to share information about ingredients and direct consumers to new features on the McDonald's Web site.
The site launched simultaneously with DDB's TV spots Feb. 28, and Arc's new packaging is now in McDonald's outlets. Each component of the push directs customers online to learn more about what their lunch is made of.
