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  • Essay / McDonald's Canada goes beyond the "I love it" slogan...

    McDonald's Canada goes beyond the "I love it" slogan and fights media criticismIn early 2012, McDonald's Canada decided to face a serious problem. Brand reputation deteriorated and perception scores reached low levels. Negative messages came from everywhere: documentaries, social networks and blogs. To deal with this scenario, they hired Toronto agency Tribal DDB to develop the online campaign “Our Food, Your Questions” – Cannes Lion in promotion and activation last year. McDonald's mission has always been to offer the best food at the lowest price – a statement of value for money. It offers affordable menus in thousands of outlets around the world. Over the past decade, the threat has increased from competitors such as Burger King, local fast food chains and other segments of the restaurant industry. The changing competitive landscape has led McDonald's to make efforts toward menu diversification and restaurant renovations to improve the in-store experience. Their new positioning was focused on good food in a pleasant atmosphere (I love it!). A strong brand directly influences sales results in the food industry. In Canada, 2.5 million people visit their restaurant every day. It is the second largest fast food chain with 11% market share. Tim Hortons is the leader in this highly competitive market. Globally, McDonald's faced serious problems when a documentary titled "Super Size Me" was released, sparking concerns over food quality. Large multinationals are often accused by the media. Additionally, customers are more concerned about the food they eat. McDonald's Canada noticed that lower brand trust was the reason for poor business performance. There remained two options: lose more market share or increase notoriety in the middle of the newspaper ......its sourcesWorks cited• McDonald's Canada. http://www.mcdonalds.ca • Altura Solutions – Our Foods Your Questions McDonald's is getting into marketing. http://www.alturasolutions.com/our-food-your-questions-mcdonalds-ventures-into-content-marketing/• Euro Monitor - Report on fast food in Canada. http://www.euromonitor.com/fast-food-in-canada/report • YouTube – McDonald's: Our food. Your questions. https://www.youtube.com/watch?v=MBm8145-wp4 • YouTube – Why our hamburger looks better in the ad. https://www.youtube.com/watch?v=oSd0keSj2W8& • Adage.com – McDonald's Canada's social media success worked in the United States. http://adage.com/article/digital/mcdonald-s-canada-social-media-success-worked-us/236767/ • MarketingMag.ca – Marketing Specialist of the Year 2012: McDonald's Canada.http: //www. marketingmag.ca/news/marketer-news/marketer-of-the-year-2012-mcdonalds-canada-70067