This website uses cookies to ensure you have the best experience. Learn more

Mc Donald's Canda Goes Beyond The I'm Lovin' It Slogan And Fights Media Castigation

1641 words - 7 pages

McDonald’s Canada goes beyond the “I’m lovin’ it” slogan and fights media castigation

In early 2012, McDonald’s Canada decided to face a serious problem. The brand reputation was deteriorated and perception scores were hitting low rates. Negative messages were coming from all sides: documentaries, social media and blogs. To face this scenario, they hired Tribal DDB Toronto agency to develop the “Our Food, Your Questions” online-oriented campaign – Cannes Lion in promo & activation last year.

McDonald’s mission has always been to give the best food for the lowest price – a value for money statement. It provides affordable menus in thousands of outlets across the world. In the past decade it saw a bigger threat from competitors such as Burger King, local fast-food chains and other segments of the food service as well. The change in competitive landscape led McDonald’s to put efforts towards menu diversification and restaurant renovation in order to improve the in-store experience. Their new positioning focused on great food at an enjoyable (I’m lovin’ it!) ambiance. A strong brand directly influences sales results in the food industry.

In Canada, 2.5 million people visit their restaurants every day. It is the second biggest fast-food chain with 11% market share. Tim Horton’s is the leader in this highly competitive market. Globally, McDonald’s faced seriously problems when a documentary called “Super Size Me” was released, bringing concerns on food quality. Big multinationals often face accusation from the media. Furthermore, customers are more worried about the food they eat. McDonald’s Canada noticed that lower brand trust explained poor sales performance. Two options were left: to lose more market share or to raise awareness towards its quality standards.

Trust: the biggest asset of a brand – a long-term orientation

McDonald’s target segments vary from students, young adults and new families. In the youngest target was becoming more concerned about food quality. Young families want food that is harmless to their children’s health (the Happy Meal is among the top products). The brand should transmit a promise of high quality standards. In 2012, customers were three times less likely to eat at McDonald’s due to a loss in brand trust scores. Many of its competitors scored much higher in quality perception. The negative media did a serious damage. Marketing needed to improve confidence and affinity to then foster loyalty and store visit. A new initiative should balance efforts to diversify the menu and make customers fall in love with McDonald’s again.

An increase in food quality perception scores could pick up retention & acquisition rates. The new re-active marketing campaign started with the idea of using QR codes to drive consumers to FAQs about its food quality. Next, the idea moved to a full digital campaign called Our Food, Your Questions. The program invited any Canadian to ask questions about their food on an interactive site. It...

Find Another Essay On McDonald's Canda Goes beyond the I'm Lovin' It Slogan and Fights Media Castigation

Narnia: The Characters and Beyond Essay

2393 words - 10 pages queen. After leaving the castle he meets Lucy, who asked, “ Edmund, do you feel alright.” However he responds, “ I am alright,” however it was revealed that he was very sick.( page 42) This shows how Edmund realizes what is wrong and as soon as he feels the sick feeling as soon as figures out what he did was wrong. This shows how he is righteous by understanding what he did was wrong. And soon, he fights against the White Witch and her army. After

Above and Beyond the Limits Essay

2322 words - 10 pages ; sometimes they may get overconfident in their work and go above the limits of what they are able to do. Science has its limits since it is made up of calculations while life is beyond just calculations and observations and much more complicated. We must understand the moral responsibilities as a human being before simply creating new technology when it is needed. If we define science, it is the intellectual activity surrounding the systematic

The Strengths and Weaknesss of the American Presidency. It goes in detail about the president's responsibilties and tasks

890 words - 4 pages The American Presidency is a puzzling aspect to most Americans. There is a lot of debate about the system's strengths and weaknesses. I would like to offer a broad concept of the American constitutional system, which are the executive, legislative and judicial branches. To begin to grasp the constitutional system, I would like to discuss why the forefathers composed it this way. The forefathers chose a mixed government that represented three

Time goes by quickly, too fast sometimes and with it

655 words - 3 pages Time goes by quickly, too fast sometimes and with it comes changes. I am very much the type of person that struggles through having to do things differently. It is not because I like to do the same old things, but because changes interfere with my plans. Two changes I have gone through were my life in high school and my life in college. Since I started college everything seems unclear to me. I still cannot get used to the idea that I have grown

Analyzing the Love between Phuong and Fowler in "The Quiet American" as it gradually increases as time goes on

1005 words - 4 pages Vague RelationshipIn the world of literary novels and movies, one can always find a masterpiece that stands out due to its originality and its perplexing narration. For example, on the Memento official website, many words from the critics, especially the phrases "a psychological brain-teaser" or "intellectually novel film", attract the audience. The outstanding part of the Memento is its arrangement. It separates into two parts; the main part

Violence in the media and how it effects young children

1855 words - 7 pages and overt; and given the prevalence and pervasiveness of the violence surrounding us, it is evident that exposure to violence in the media casts some negative affect upon children.In the weeks following the tragedy, the images of the attack on the Pentagon and the World Trade Center were banned from the media. Government official and scientific experts agreed that the trauma incited by these images was detrimental to children. President Bush

The Media and How it is Killing America’s Future

1716 words - 7 pages The Media and How it is Killing America’s Future They grace the cover of magazines everywhere we look. Their beautiful tanned skin engulfs a slender “perfect” body. The men and women of Hollywood truly are striking, but also all look very much the same. There is an obvious trend in these magazines and on television that thin is in, and only skinny people are worthy of adorning magazine covers. Does this mean that only the thin

The media and how it affects our Teenagers

2851 words - 11 pages Believe it or not, the media, including television, newspapers, movies, and even the internet, has a huge impact on everyone in which it comes in contact with, from adults to teenagers and children. People everywhere watch many hours of television daily, and are now spending a lot more hours on the internet and the world wide web, due to the large increase in its volume since it became popular. One of the main reasons for this is because parents

Solutions to the Foreclosure Crisis and Beyond

1326 words - 5 pages Solutions to the Foreclosure Crisis and Beyond “Ster•il•ize : to deprive of the power of reproducing, as in surgically sterilizing cats and dogs.” Such is the definition of this word as listed in Webster’s Dictionary.(1) In looking at all the havoc the financial wizards of Wall Street have laid upon the global economy, it seems appropriate to review this term. Our society has been overcome with notion of “excess” in the past few years

The M1 Abrams Tank...and Beyond

1776 words - 7 pages The United States military decided to develop a new tank that could compete with and defeat the tanks of the Soviet Union. They began several projects initially in an attempt to replace the dated M60 tank, which entered the service in 1960. After several attempts, the U.S. Army awarded a contract to General Dynamics for the production of the MA Abram tank. The M1 tank has been continuously improved and it has proven itself as one of the

Alcoholics Anonumous. This essay tells all about AA. It goes into great detail of how it was founded and why it was founded. It even tell about the different ways it can help people

2005 words - 8 pages The Twelve Steps, which is a program ofpersonal recovery. New members do not have to accept or follow them as a wholeuntil they are ready and willing. It takes time for an individual to come toterms with their problem, and that by going to meetings and listening to A.A.members they too may begin to heal. The one prerequisite for new members isthat they must stop drinking. Only then, can a new life, an alcohol-free lifecan begin. The importance of

Similar Essays

Victor Frankenstein Goes Beyond The Laws Of Nature

1077 words - 4 pages Victor Frankenstein is the protagonist and the narrator of the main story in Frankenstein. Raised by doting parents, Victor confesses: “I was their plaything and their idol, and something better-their child, the innocent and helpless creature bestowed on them by Heaven, whom to bring up to good, and whose future lot it was in their hands to direct to happiness or misery, according as they fulfilled their duties towards me.” (35) This

The Postive And Negative Aspects Of Living In Toronto, Canda

706 words - 3 pages Positive and negative aspects of living in Toronto Or Whether it is possible for people to migrate to Toronto? Introduction Every day people around the world migrate from one place to another. In this essay I will discuss the pros and cons of migration in Toronto. I will be writing about Toronto, because this city is Canada’s largest city and is North America’s fifth most populous municipality – with a population of 2.7 million people. As you

"Death Of A Salesman Goes Beyond Oversimplified Social Protest ... Because It Concerns The Fundemental Qeustion: What Does It Mean To Be Satisfied In One's Existence?" (Micheal C. Roudane) Discuss

1941 words - 8 pages "The American dream has been a dream of being able to grow to fullest development."Arthur Miller's Death of a Salesman can be seen as an eulogy of a dreamer, which depicts one man's tragic life and death as he tries to bring his family into grace.The word "dream" can suggest something wonderful to look forward to achieving, or, it may imply that something is only a dream, something that is impossible to achieve. We can see Miller believes "dream

And The Oscar Goes To Essay

902 words - 4 pages And the Oscar goes to… ‘Spider-Man2’! We are presented with another comic based American superhero film from a long line of Marvel adaptations directed by Sam Raimi in 2004 and written by Alvin Sargent from a story by Alfred Gough, Miles Millar and Michael Chabon created for the big screen. Of course, following the excitement created by the release of the first film ‘Spider-Man’, there have been various rumours shadowing the sequel’s production