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McDonald's Canada campaign promotes customer interaction platform

September 25, 2012

McDonald's Canada's new "Our Food. Your Questions" initiative, an interactive digital platform that invites consumers to ask any question about McDonald's food and receive a personalized response, has added a new advertising component to try and get more people involved in the conversation.

"The initial success of the program is a real testament to the power of creating meaningful and open dialogue with customers," said Joel Yashinsky, chief marketing officer, McDonald's Canada. "We've always provided information about our food, ingredients and nutritional data in-restaurant and online but this program takes it to the next level. This level of transparency has resonated with our guests and has created the type of conversation we want to have with them about our food. We're excited to see how far it can go."

Beginning today and running for four weeks, the supporting advertising campaign includes one 30-second TV spot, digital takeovers, wild postings, full motion video projections and transit dominations in key markets across Canada.

"The consumer-led conversation at 'Our Food. Your Questions.' is thriving with organic interest, compelling questions and real conversation about the quality of McDonald's food," said Andrew McCartney, managing director, Tribal DDB Toronto, the agency that created the campaign. "This is one of the most transparent programs ever undertaken by a major brand like McDonald's and it is resonating with consumers in ways that we have never seen before."

Since the "Our Food. Your Questions" initiative launched, the response team has fielded close to 6,000 questions on Mcdonalds.ca/yourquestions and responded using text, photos and video. The website saw in excess of 2 million interactions with users averaging 4 minutes on the site.

One of the initiative's most viral Q&A examples focused on food photography, after a customer asked why McDonald's food looks different in marketing materials than it does in person.

Read more about branding and marketing initiatives.