I find this to be an incredible example of transparency from one of the world's biggest marketers. I imagine that somewhere in their strategy documents are words like "debunk the perception of McD as a shady fast food corporation" or perhaps, more nicely, "foster a more genuine connection with our customers by showing them the REAL McD."
I initially struggled with whether this level of transparency is good as it clearly draws attention to the fact that the food you get from the restaurant doesn't look nearly as good as what they advertise ... but in highlighting the real ingredients that are used in their ads (vs. what I assume is a general perception that the advertised food is fake), they take a small but significant step forward in building brand trust.
Overall I like it and with 5MM views in a week, seems like it's a pretty smart move.
I initially struggled with whether this level of transparency is good as it clearly draws attention to the fact that the food you get from the restaurant doesn't look nearly as good as what they advertise ... but in highlighting the real ingredients that are used in their ads (vs. what I assume is a general perception that the advertised food is fake), they take a small but significant step forward in building brand trust.
Overall I like it and with 5MM views in a week, seems like it's a pretty smart move.
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