McDonald's and DDB Australia have launched a new app, TrackMyMacca's, in what appears to be an attempt to dispel negative perceptions about the quality of its product.
The app takes consumers on an augmented reality tour of the restaurant's food production unit while they’re in-store, showing them where their food has come from via the use of an iPhone, iPad, or iTouch.
In an interview last year with AdNews, McDonald's chief marketing officer Mark Lollback said a major "myth" he would like to negate was that McDonald's uses substandard food products. The new app seems to be a manifestation of this strategy.
Lollback said in a statement: “As a business we're incredibly proud that over 90% of our food packaging needs are met right here in Australia. This innovative app from the DDB Group is another way for us to share this with our customers, putting them in the driving seat and allowing them to see for themselves where our food comes from and what happens on its way to their plate”.
DDB Australia creative director Nick Pringle said: “It's always exciting to work on innovative projects for brands, and working on something that has the scale and reach of McDonald's makes it even better.
“When a project involves changing more than 150 million pieces of packaging, you know it's going to have an impact.”
The launch comes after last year's high profile documentary, McDonald's Gets Grilled, where six Australians were invited to company farms and factories to witness the manufacturing of McDonald's food in an effort to address the same issue.
The TrackMyMacca’s app will work on select menu items in all stores across Australia from January 16th 2013 until June 30th 2013. A full list of menu items that can be examined with the TrackMyMacca’s app can be found at www.trackmymaccas.com.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.