“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.

Please login with linkedin to comment

Advertising Standards Bureau Deepend Employer Branding Leo Burnet McCann Sydney

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]