McDonald's breaks Our Food Your Questions campaign
Toronto-based fast food chain McDonald's Canada has begun an advertising campaign as part of its ongoing "Our Food. Your Questions" initiative. The program began earlier this summer as an online forum at <http://www.mcdonalds.ca/yourquestions> in which consumers could ask questions about the food served by the company. Yesterday the company broke a supporting ad campaign consisting of a 30-second television commercial, online advertising, street posters, motion video projections and transit advertising in large markets nationally. The campaign, developed by Tribal DDB of Toronto, will run for four weeks. "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 at 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."