McDonald's Canada: PR Through Video

Early in July 2012, McDonald’s Canada took PR into their own hands.  After being asked multiple times why their burgers look so different on commercials and in ads versus the real deal, they finally decided to answer those questions in an rather creative way.  A standard PR approach probably would have been something along the lines of answering the questions via social media or releasing some kind of statement, but no.  Apparently McDonald’s Canada decided to do things differently. They unleashed a video answering the questions about the promo burgers versus the restaurant burgers. 

As a Franchise PR firm, we love to see different, effective approaches to handling the mass public and media.  For McDonald’s Canada, the approach worked and following the unveiling of the popular video they created another video, which revealed the secrets behind the making of the popular Big Mac burger.  McDonald’s executive chef, Dan Coudreaut, lays it all out on the line explaining in great deal how to recreate the burger.  He even goes as far as unveiling the secret Big Mac sauce.  Almost unheard of and pretty brave.  

When visitors go to Youtube and search McDonald’s Canada, up pops their Youtube channel asking Youtuber’s to ask questions saying, “Ever wanted to ask us about the food in our Canadian restaurants?  Now’s your chance! We’ll answer any questions about our food- even the tough ones- then post a personal reply from McDonld’s Canada.”  Brave!  The videos posted by the Canada chain are posted in response to a question from a Youtuber.  And yes, they even answer the tough questions. 

Everyone’s idea of good PR is different.  While standard methods are typically viewed favorably, sometimes taking a different approach can yield great positive results.  The approach by the Canadian McDonald’s is definitely a brave one at that, so for that we applaud them. 

We love to create good PR opportunities for our Franchise PR clients.  Have a good or bad PR moment you’d like to share with us?  Share away in the comment section below. 

Again, here’s a link to the McDonald’s Canada page, check it out.