Our Food, Your Questions

For years, McDonald's faced food perception challenges. To tackle this, we chose to go all-in on transparency as our solution. People could ask any food-related questions, and we'd respond openly and honestly with a simple ingredient: the truth.

Case Study

In its first two-week run, more than 20,000 questions were answered, and to date campaign has garnered more than 14 million video views, headlined countless national and international news stories, and birthed an iconic new image of transparency.

Recognitions:

Cannes
1 Gold, 1 Silver, 2 x Bronze

One Show
1 x Silver

Webby
Winner x 3, People's Voice Winner x 1

Clios
1 Bronze

CMA
Best of the Best, Gold x 7, Silver

Marketing Awards
Best in Show, Gold x 4, Silver, Bronze

ADCC Awards
Gold x 3, Silver x 3

Creativity
Best of 2012

Ad Age
Campaigns We Loved

Branded Content

We answered thousands of questions. Some of the more salient questions were responded to with a personalized video. Throughout the campaign, multiple videos went viral, gathering over 20 million organic views.

We also revealed the secret recipe of the Big Mac Sauce.

“Behind the scenes at a McDonald’s photo shoot.” It earned over 12 million views on YouTube and headlined countless national and international news stories, including a 2-minute segment on ABC’s Evening News.

OOH

And instead of hiding from the toughest questions, we used their stopping power to amplify our message of transparency.

  • No Additive

  • Only chicken

  • 100% Beef. 100% Cow.

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