The alliance is part of a range of activity designed to boost the company's health and social-responsibility credentials. It is also testing Halal products in some of its branches to appeal to the Muslim population.
The fast-food chain is set to run live web chats with key figures from the company as part of its 'Trust' campaign, which will be expanded to focus on a broader environmental message next year.
The online chats, which McDonald's has already begun to run in France, will appear on makeupyourownmind.co.uk, a site created to demonstrate its transparency to consumers.
The company has also recruited consumer 'quality scouts' to visit its farms and investigate its practices; their experiences are being used in a press campaign. McDonald's is weighing up whether to run the content in-store.
Joe Zammuto, the campaign manager at McDonald's overseeing the activity, said the company is looking at broadening its media mix. 'Peer-to-peer communications and film and audio will become more key,' he said.
The 'Trust' campaign, created by TBWA\London, with media planning and buying through OMD UK, has already run online and on TV.
McDonald's asking for trouble, page 21.
_1.jpg)
.jpg)
