In an interesting tactical shift for McDonald’s and brand promotion via social media, the Canadian marketing director for the House that Ray Kroc built intelligently answered a customer’s question why commercial images of burgers look better than actual restaurant purchased ones by taking online viewers on a video tour of how a McDonald’s ad is made, according to an article on Ad Age.
“Our Food. Your Questions” has the marketing director, Hope Bagozzi, explain what is done by a photo stylist in the creation of an ad. She appears to truthfully tell how the burger’s edges are browned, and cheese, lettuce and tomato painstakingly placed for advertising purposes. As opposed to the quick turnaround at the restaurants (it is called fast food, you know), this video seems excuse why the burger looks so much better in ads than in hands.
This appears to be a change in strategy as the company several months ago was lambasted online for its Twitter campaign using the hashtag #McDStories. We wrote about this several months back where instead of positive responses to the stories the company posted about the quality of their products, Twitter users inundated the platform with “horror” stories about their Mickey D’s experiences.