For years McDonald's has taken a beaten in the mainstream media for its lack of nutritional value and rumors of genetically modified foods, and their new McDonald's 'A to Z Campaign' strikes back at those critics.
McDonald's, one of the major sponsors of the 2012 London Summer Olympic Games, tapped Leo Burnett to develop an ad integrated ad campaign to convince parents in Europe that the company uses healthy, homegrown food, is socially responsible, keeps a well-trained staff, and is committed to strengthening local communities.
The McDonald's 'A to Z Campaign' ad features an expert voiceover extolling the virtues of the brand's food, economic support of the community, and environmentally friendly way of business. The 'A to Z Campaign' shows children, farmers and parents joyously interacting while playing in a field.
The campaign also features print, Internet, in-store, and truck ads, all running concurrently and available to the public now.
Implications - In the last few years, an increased importance has been placed on products that are health-conscious and environmentally friendly. A company can capitalize on this movement by investing in marketing that explicitly extolls the virtues of the company's eco-creations and the purity of their food. This shows consumers the company is committed to adapting to the 21st Century's leading problems, and engenders goodwill from concerned consumers.
Why This Trend Is Growing
- Eco-conscious Marketing
- Companies can capitalize on the trend of increased importance on eco-friendly products by investing in marketing that explicitly extolls the virtues of the company's eco-creations and the purity of their food.
- Damage Control Ads
- More companies could develop ads, like McDonald's 'A to Z Campaign,' that directly address negative perceptions or criticism surrounding their products or brand image.
- Localized Economic Support
- Businesses can consider showcasing their support of local communities and economic growth in their marketing initiatives, similar to McDonald's 'A to Z Campaign.'
Industries Being Reshaped
- Fast Food Industry
- Fast food chains can invest in marketing initiatives showcasing their commitment to providing healthier, eco-friendly food options and supporting local communities to improve their brand image and attract concerned consumers.
- Marketing Industry
- Marketing agencies and professionals can develop and implement damage control ads for companies that are facing negative perceptions or criticism surrounding their products or brand image.
- Eco-friendly Industry
- Businesses that prioritize eco-friendly product offerings can leverage the increased importance placed on eco-consciousness by investing in marketing initiatives that highlight their commitment to sustainability and environmental friendliness.
