MCDONALD’S Australia has launched a redesigned website that focuses heavily on conveying information about the ingredients used in the fast food leader’s products.
Created by Tribal DDB Sydney the new website coincides with the launch of the second phase of advertising in the company’s strategy to counter what it describes as myths about its food.
The new “spycam” ads feature an investigative reporter character quizzing staff about whether ingredients including the eggs, apples, and milk used are real and whether nutritional information is available.
The new website features all of McDonald’s regular products and their descriptions, their nutrients, ingredients and caloric content . One interactive aspect allows the user to put his or her ’meal’ on a tray and weigh the calorie count. An interactive nutritional table includes graphs and charts that it clear what everything is made of and how it’s made.
Tribal DDB director Adam Good said the site was for people who wanted to know more about McDonald’s.
“It’s easy to navigate, it reinforces McDonald’s brand values and it compliments everything else McDonald’s is doing as part of McDonald’s new look and new menu,” Good said.
McDonald’s CEO and managing director Guy Russo said the new website was an exciting development for the company.
“No one is more interested than I am in setting the record straight and making sure everyone knows the facts about our food,” Russo said.
“I’m really excited to see McDonald’s continuing to lead in terms of accountability to customers and openness.”
