McDonald's enlists six moms for CGM campaign

OAK BROOK, IL: As part of the recently launched McDonald's "moms' quality correspondence" campaign, six moms from across the country are getting access to the QSR leader through various interactions with the company, its executives, and vendors.

OAK BROOK, IL: As part of the recently launched McDonald's "moms' quality correspondence" campaign, six moms from across the country are getting access to the QSR leader through various interactions with the company, its executives, and vendors.

The first meeting between the moms and McDonald's took place in early June at the company's global headquarters in Oak Brook, IL. Future interactions will include a visit to a beef supplier in August and a "farm field" and produce supplier in September.

Tara Lazarus Hayes, manager of US communications at McDonald's, said that after each interaction, the moms will write about their experiences and have them posted, unedited by McDonald's, online at McDonaldsmom.com for other consumers to read.

"They will get to see first-hand how menu items are made, and ask our executives tough questions about nutrition," Hayes said. "We'll give them a sneak peek and a chance to interact with a product due to launch next year."

The moms will also get the chance to work behind the counter of McDonald's in Oklahoma City.

"We're also hoping to dispel that McJob image and that [working at McDonald's] is not the easiest job in the world," Hayes said.

Hayes said McDonald's use of a consumer-generated media will be the best way to reach consumers, moms in particular, for this campaign.

"From a strategic standpoint, we understand the mom-to-mom dialogue is important because they listen and influence each other," Hayes said. "We want them to be honest; the whole purpose of this is to be as transparent as possible because we are really proud of our food quality and we want to show them that and hopefully over a course of time, the misperceptions they had and myths that are out there will be debunked by their experience."

The moms are not paid, but McDonald's is supplying them with laptops and paying for their travel. McDonald's is working with Waukesha, WI-based Morgan & Myers on this effort. McDonald's has events planned for the moms through October, but Hayes said it would like to work with them through 2008. 

"The six moms are important in this, but we want to make sure they have the opportunity to have some sort of impact or influence on other people," Hayes said. "And, as their stuff goes online, we built in this opportunity to join our online... community where consumers can [receive] updates and e-mail alerts about new material being posted."

Additionally, Hayes said that participants can fill out a survey about food quality.

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