“We Don’t Sell Junk” – Macca’s New Global Marketing Strategy

“We Don’t Sell Junk” – Macca’s New Global Marketing Strategy
SHARE
THIS



McDonald’s globally is attempting to shake-off its image that it sells junk food ladened with preservatives. Instead, selling the message of “cleaner food” alongside better animal welfare initiatives.

According to media reports, the global fast food chain is taking high-fructose corn syrup out of its buns and preservatives out of (its biggest selling product) its nuggets. Macca’s bosses claim its food is turned around so quickly these days that there’s no need for all the extra additives. It will also amp up the message it’s switching to cage-free eggs and its chicken is hormone-free.

McDonald’s global creative account is presently down to two – DDB (Omnicom) and Leo Burnett (Publicis) after WPP pulled out in May citing “crazy client demands”. DDB are Macca’s current Australian creative agency.

It’s believed McDonald’s has had to respond to a dramatic fall in sales globally but particularly across its US chain of stores. The burger joint has had to fight off a number of newer, nimbler rivals of late offering healthier options. However, detractors of the mooted changes say the company is not dealing with the biggest perception about its food and that it’s ladened with calories.

“Why go to the position of trying to defend them, if the consumer is saying, I prefer not to have that particular ingredient in my food?” said McDonald’s US boss Mike Andres of the new changes to the menu.

Meanwhile, the company’s chief supply manager Marion Gross has said the company has been able to eliminate the preservatives in its food because of marked changes in its wholesalers and distribution.

“In the early days we didn’t have as many distributors so we wanted a long shelf life so could go across the country,” Gross told US Fortune.com. “Times and infrastructure have changed.”

However, the new health message is yet to fully resonate in Australia (although fructose corn syrup was phased out of local buns some time ago) with recent Macca’s pop-up stores selling only fries (dripping in gravy and sauce) causing consternation among nearby residents and nutritionists. While in April there was reports that some US stores were set to trail “all you can eat fries” with any burger purchase.

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]