McDonald’s® Canada Turns Up Volume on 'Our food. Your Questions.'
Company Amplifying Digital Initiative with Advertising
TORONTO, ON (September 25, 2012) – This past summer, McDonald’s Canada launched its innovative Our Food. Your Questions initiative, a first-of-its-kind interactive digital platform, inviting consumers to ask any question about McDonald’s food and receive a personalized response. On the heels of the hugely successful launch, McDonald’s is now investing in an integrated advertising campaign to reach even more Canadians, inviting more of them to participate 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 September 25th 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 conservation about the quality of McDonald's food,” says Andrew McCartney, Managing Director, Tribal DDB Toronto. “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."
Our Food, Your Questions, developed by Tribal DDB Toronto, blended technology and social interaction to listen and respond to consumers. Since the 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 four minutes on the site.
McDonald’s Canada is an established leader in the quick service restaurant industry providing relevant nutrition information for its menu items, allowing customers to make informed food choices. As part of this ongoing commitment, nutrition and ingredient information can be found at mcdonalds.ca in the Nutrition Calculator and in-restaurant on posters, selected product packaging and tray liners.