Hot on the heels of the recent success of the «Our Food. Your Questions» interactive platform launched by McDonald’s Canada in a bid to become even more transparent, honest and closer to consumers, the company now is amplifying the online activities on the site and Facebook app with an advertising campaign. It includes 30-second TV spot, digital takeovers, wild postings, full motion video projections and transit dominations in key markets across Canada.

Pic. Screenshot of McDonald’s Canada «Our Food. Your Questions» Facebook app page

The «Our Food. Your Questions» digital campaign, developed by Tribal DDB Toronto and first launched this summer, has generated 6,000 questions (and answers) and continues receiving new updates as well as photo and video content.

This ‘transparency’ campaign with its next advertising phase is a new bold move to improve the brand’s image of responsible, healthy and sustainably grown food supplier. In a bid to enhance its good-fast-food credentials, McDonald’s India is set to go vegetarian, in the USA the brand discloses its full nutritional information and discovers fun facts and the balanced nutrition in its kids’ menus around the globe etc.