# Macho Meat Campaigns McDonald's 'Manly Man Beef' Ads in China Portray Men's Characteristics By Katherinev123 | Published 2012-02-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonald-s-manly-man-beef References: [popsop](http://popsop.com/53451) & [weibo](http://www.weibo.com/mcdonaldsworlds) The new set of [McDonald's](https://www.trendhunter.com/trends/mcdonalds-8) '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](https://www.trendhunter.com/trends/mcdonalds-france-1), 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. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 27% | Activity: 44% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### 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. ## Related on Trend Hunter - [Street Burger Campaigns](https://www.trendhunter.com/trends/street-fighter-menu.md) - [Chicken Wing QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-australia-1.md) - [Nordic QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-8.md) - [Farm-Fresh Ingredient Campaigns](https://www.trendhunter.com/trends/golden-arches-of-mcdonalds.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Comfort-Focused Beef Campaigns](https://www.trendhunter.com/trends/beef-association.md) - [Combat-Themed QSR Burger Menus](https://www.trendhunter.com/trends/mcdonalds-japan-street-burgers.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Chicken-Centered Campaigns](https://www.trendhunter.com/trends/believe-in-chicken.md)