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McDonald’s Canada aims to humanize image with new ad campaign
For more than two years, McDonald’s Canada has given consumers a behind-the-scenes look at the company, including how its meat is processed, and how burgers are Photoshopped for ads. It’s an attempt to change misconceptions about the fast-food giant. Now, the company is shifting to a more emotional approach in its marketing.

For a new advertising campaign, which launched on Monday evening, a small film crew criss-crossed the country interviewing more than 450 McDonald’s customers, staff, and suppliers. Some of those people will be the face of the “Welcome to McDonald’s” campaign.
It will include TV ads featuring candid shots captured on the tour, and billboards and posters featuring photographs of real people, listing their hometowns and quotes about why they came to their local restaurant. Online and on social media, the company will post 30 videos telling short stories about some of those people. It is hoping to encourage more people to share their stories, to add to those videos.
“[Consumers] still think of it as a global brand, and they don’t recognize the rich history we have in Canada,” said Antoinette Benoit, senior vice-president of marketing for McDonald’s Canada. “That’s what this work is about. It’s about showing the human side of the brand.”
It’s a connection with customers the company is fighting to maintain.
In January, McDonald’s Corp. announced that its net income fell 21 per cent last quarter, capping off a year of declines. In a statement, chief executive Don Thompson said the company “continues to face meaningful headwinds” and is working to adapt “to the changing marketplace.”
Changing attitudes toward fast food have presented a challenge for McDonald’s. Some customers have migrated to “fast casual” chains that have presented fast-food giants as faceless monoliths. U.S.-based

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