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CHICAGO -- McDonald's Corp. launched a campaign to dispel the myths surrounding its ingredients and preparation methods as part of a 12-month food-credibility campaign, according to Advertising Age.
"We've been hearing over the years that consumers have some misperceptions about the quality of our food at McDonald's," said Molly Starmann, McDonald's director of U.S. marketing. "In 2008, we're engaging in a conversation with our guests because we feel it's important for them to know the truth about our food."
Examples of the common misperceptions that the chain wants to correct include such false statements as:
-- Its hamburgers and chicken nuggets consist of "leftover parts;"
-- Its milkshakes and ice cream have lard as an ingredient;
-- Its sausage patties have additives that compel people to eat more of them; and
-- Its cheese contains meat products.
The Chicago-based quick service restaurant (QSR) chain is attempting to gets its message across through a series of documentary-style television commercials showing both farmers and supplies, and redesigned food packaging that gives information on ingredients while directing consumers to the chain's Web site. The Web site features new pages that address some of these misperceptions.