What’s the beef

Boston Herald
April 7, 2008

Have you ever heard that McDonald’s vanilla shakes have plastic in them, or that their hamburgers contain worm meat?

McDonald’s has heard those stories and others, and it’s launched a new advertising and marketing campaign to dispel misconceptions and myths about its menu items and their ingredients.

“We want to get the facts out about our food quality story so that we can bust some of those myths,” said Molly Starmann, McDonald’s director of U.S. marketing.

In an age where food recalls appear more prevalent, more consumers are asking questions about what they’re eating, and more books are launching assaults on the fast-food industry, McDonald’s is inviting customers and critics to “See What We’re Made Of.”

The fast-food giant’s campaign, which doesn’t focus on the oft-criticized nutritional value of its products, has launched new television commercials and created a new food-quality Web site to spread its message. Billboard advertising will begin soon. McDonald’s also has changed its food packaging, right down to its straw wrappers, to incorporate facts about its food.

All of the advertising components direct consumers to McDonald’s new site, where the company answers apparently commonly asked questions, such as “I’ve heard McDonald’s uses leftover parts of the cow in its beef. Is this true?” McDonald’s answer: “Absolutely not. McDonald’s uses well-known cuts of meat that you might buy at the grocery store, such as chuck and round.”

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