Our Food. Your Questions.

I led the production of the McDonald’s award-winning “Our Food. Your Questions” campaign. I managed the production of 12 pieces of long-form video content, which resulted in over 26MM views on YouTube and a 21% increase in brand sentiment among millennials (our harshest critics). These efforts also contributed to a 5.4% MCD stock share price increase from inception to close of campaign.

McDonald’s was facing a major PR nightmare when an alleged photo of their food in a factory (the pink slime) surfaced across the internet. The restaurant’s continued silence on the issue allowed skeptics to control the narrative. To combat this, my strategy was simple: just show how the food is made. Through months of opposition, I was able to pitch and win the bid to bring this campaign to life. 

I hired Mythbuster Grant Imahara to take us on a journey across the country to learn about McDonald’s and its food. Over the course of 4 months, I traveled with my team of producers, art directors and writers debunking myths about the fast food chain’s most popular items, including their burgers, McRib, fries and eggs. 

The lasting legacy of this groundbreaking campaign is that showing real food cooked in real kitchens continues to be a brand positioning pillar to this day.