See What We're Made Of.

To follow-up the last post on McDonald's, I thought it'd be interesting to see how the company is currently portraying itself in relation to health. Their current web campaign is called "See What We're Made Of" and invites the site visitor to "come inside the kitchens" to see what makes their food delicious. This strategy connects with the current farm-to-table trend of understanding where your food comes from...although in a slightly less wholesome sense.

Once on the site, the visitor can watch videos of various food items being made, from a Caesar salad and vanilla latte to the infamous Big Mac.

Big Mac "What We're Made Of" Video

You can also meet McDonald's suppliers, including 100 Circle Farms for potatoes for their fries, Lopez Foods for their hamburgers' beef, Gavina Gourmet Coffee for their coffee beans and Keystone Foods for the chicken in their nuggets.

Finally, the site features a section addressing the company's alleged "Quality Correspondents"...moms. These are mothers who are concerned about what their children are eating, and blogs show that these mothers are surprised by the options available at McDonald's, and they are in fact healthy.

The Verdict:
Effective.

McDonald's "See What We're Made Of" campaign is effective and strategic because it lets the consumer be involved in their food choice and really understand what they are eating. This connects back to the Consumer Bill of Rights and the right to be informed. The nutrition information is easily accessible on the site and the visitor is given a history and story for the menu items. This campaign strikes a wonderful balance between corporate and consumer responsibility.