Fast Food Transparency: A Scary Thought

Photo Credit:

Photo Credit:

Ever wonder why your Big Mac doesn’t look like the ones in the commercial?

Courtesy of a video campaign from McDonalds Canada we now see the shocking revelation that the prep work for the star actors in McDonald’s commercials is a bit more extensive than the amount of effort that 16 year-old puts in for your drive-thru order (gasp!).

All kidding aside, the campaign which is dubbed “Our Food. Your Questions” marks an interesting effort in transparency for a company and industry whose production secrets have created less than stellar brand associations in the past (see: Fast Food Nation, Super Size Me).  The ‘we have nothing to hide’ positioning of the campaign seems vaguely familiar to the honesty in Domino’s ‘Pizza Turnaround‘, though it would be blasphemous to question the actual ingredients/production value of the hallowed Big Mac.  While that may be the question most would ask in a call for true transparency, I’ll submit that sometimes it’s best to not know how the sausage is made.

I’ll take knowing what’s in the special sauce instead.

Share Button

Written by Stephanie Rudnick
Stephanie Rudnick

June 27th, 2012 at 10:39 pm

without comments