27 Feb '12, 10am
Are McDonald's Golden Arches Losing Their Luster?
In January, McDonald’s went down a path taken by some of it’s competitors and ran a national ad campaign featuring some of its potato, lettuce and beef produces to shed some light on the source of its products. ”We acknowledge that there are questions about where our food comes from,” Neil Golden, McDonald’s U.S. chief marketing officer, told Ad Age at the time. “I believe we’ve got an opportunity to accentuate that part of the story.” McDonald’s will have to do more than just tell a story to improve customer perceptions so that customers don’t have to feel ashamed about eating there.