McDonald’s Canadian chief marketing officer Joel Yashinsky is the latest international speaker announced for ADMA’s Global Forum event.
He will be talking about the ‘Our food, your questions’ campaign, which encourages people to quiz the fast food chain on its food standards, garnering 3,000 queries since launching in May 2012.
Starting his career with McDonald’s as a regional marketing supervisor in Carolina, Yashinsky has worked his way up the ranks, before joining the Canadian operation in 2010, overseeing the launch of McCafe there in 2011.
He was also responsible for the All Access Moms campaign, taking four mummy bloggers and giving them behind-the-scenes access to the whole food preparation process, encouraging them to share their views on social media.
ADMA CEO Jodie Sangster said: “’Our Food. Your Questions’ demonstrates the new age of marketing where customers want a real, honest conversation with companies and brands.
“McDonald’s Canada has shown that it’s possible to use social media and other channels to change a negative into a positive by addressing consumer issues, no matter how confronting or challenging they may be.”