Social media helps McDonald’s change public perception

The fast food chain reaches out to mommy bloggers and others to tout its Nutrition Network and change its image—with lots of success.

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Probably not.

The fast food chain is trying to change that perception through the McDonald’s Nutrition Network, a program designed to highlight its commitment to nutrition. To help spread the word and change the minds of consumers, it turned to mommy bloggers, a dietician and social media.

That effort won McDonald’s the nod for Best Use of Digital or Social Media for Media Relations in PR Daily’s Digital PR & Social Media Awards.

PR Daily’s 2012 Digital PR and Social Media Awards were presented by Synaptic Digital. Learn more about Synaptic Digital here (pdf).

To localize the message, MWW and the McDonald’s New York Tri-State Owners/Operators Association created The McDonald’s New York Metro Nutrition Network (MNN).

The “MNN” was created to award local organizations with seed money to fund projects or programs that promote nutrition and responsible eating choices to the communities they serve, says Alissa Blate, MWW executive vice president, Consumer Lifestyle Marketing.

Developing a healthy strategy

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