McDonald’s, the iconic world-wide fast food chain, has launched two local online micro-campaigns to raise consumer awareness of its new ranges (in the first case) and tell about their naturalness (in the second). The two promotions have been kicked off for the French and American markets respectively, and joined the portfolio of mini Mc-projects (280 Variations and Smoothies Spin among them).

From July 21 to 27, McDonalds France is rolling out a challenge, in which participants are to find 12 hidden words, symbolizing the 12 recipes McFlurry ice around the web—they can be spotted on sponsored banners on sites, as well as on Youtube and Facebook. McDonald’s gives clues to the participants of the contest through its Facebook fan page and asks to enter the findings to a special form, which opens after a user connects to the app. The fastest participants with the correct answers will receive one year’s supple of McFlurry.

The second promotion, which has been launched for Washington State, is focused on the product’s origin rather than fun. The micro-website on McDonald’s US corporate platform provides a visitor with information on where the ingredients for their menu were produced. The site says that 95 percent of McDonald’s fries and Filet-O-Fish fillets and 85 percent of the apples served in Washington State have been made at farms in Washington area. Those, who like it being written in the style of a report, can download the fact-sheet on the products origin, following the link, which is provided under the images. With this “Grown here. Picked here. From here” promo project the chain seems to be two steps from promoting home-cooking and eating original and wholesome ‘home-made’ food, which probably can benefit consumers’ health more than most of iconic McMenu dishes.