The new set of McDonald's 'Manly Man Beef' ads have launched in China to acknowledge and combat the controversy over its beef being treated with ammonia. The campaign, created by TBWA Shanghai, promotes its "100% pure beef" through a series of five commercials based on characteristics of men in China, such as "calm," "focus" and "strong."
The campaign in China follows on the fast food chain's '100% Manly Man, 100% Real Beef' campaign from last year, and each of the McDonald's 'Manly Man Beef' commercials are all tailored to a different region of China. Popsop points out, for example, that the Shanghai version portrays a man cooking to demonstrate how Shanghainese are skilled at taking care of their families.
Key Themes Behind This Trend
- Gendered Marketing
- The trend of creating gender-specific marketing campaigns that stereotype men and women to market products is on the rise globally.
- Consumer Trust
- In the wake of the controversy over beef treated with ammonia, there is a trend towards creating campaigns to promote trust and transparency with customers.
- Localized Advertising
- There is an increasing trend towards creating advertising campaigns that are tailored to the specific regions in which the brand operates.
Where This Applies
- Fast Food
- Fast food companies are exploring new marketing strategies to differentiate themselves and to compete in an increasing crowded marketplace.
- Meat Production
- Meat producers are innovating to meet consumer demand for meat that is produced ethically and sustainably.
- Advertising and Marketing
- Advertising agencies and marketing companies are developing new tactics and strategies to create campaigns that resonate with regional cultures and customer sentiment.
