The fast food chain’s ‘Good to Know’ campaign will include two TV ads that highlight McDonald’s use of whole British potatoes for its French Fries as well as reiterating that its Chicken McNuggets contain 100% chicken breast meat.
The brand pledged today (25 September) that it will start sourcing its potatoes from British farmers only, as it looks to attract customers who are more conscious about where their meals come from. The news comes as part of wider £350million UK investment programme as it looks to transform its stores and menu offerings.
Besides driving mass awareness of its ‘Good to Know’ stories, McDonald’s is also hoping to build deeper emotional connections with mums and young adults.
The brand is particularly keen to spread its message on social media by using video content that further explores McDonald’s supply chain. It will see various vloggers, including a mum, restaurant crew members and YouTubers, go behind the scenes to see where McDonald’s food comes from.
The vloggers will also answer questions about McDonald’s food as they arise via a central web hub and across social channels.
The campaign follows on from the brand’s ‘The Cow’ ad in May, which builds on tackling myths head-on while gently poking fun at those who doubt the brand’s quality.
While the fast food giant’s global sales have fallen by 0.3% this year, McDonald’s has had 37 consecutive quarters of growth in the UK and plans to open up to 30 new outlets a year this decade.
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