Taking the mystery out of “mystery meat” …

TakeAway: McDonald’s is giving consumers transparency into their agricultural suppliers to boost the image and quality of their food.

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Excerpt from AdAge: “McDonald’s to Launch Campaign Focused on Growers”

On Jan. 2, McDonald’s will launch a campaign featuring four of its U.S. beef and produce suppliers.

“We thought putting a face on the quality of the food story would be a unique way to approach this,” said U.S. CMO.

“We acknowledge that there are questions about where our food comes from. I believe we’ve got an opportunity to accentuate that part of our story.”

The campaign will include TV, print and digital, as well as additional paid and earned media.

“Consumers want transparency — disclosures of everything from menus to labor and local-sourcing practices,” Technomic said.

“A small but growing number are serious about nutrition, labeling, sustainability and community involvement, and they are using such knowledge to make purchasing decisions.”

Edited by ARK

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