Brand Buzz: Pink Goop. I’m Lovin it.
It may not seem like a great idea to provide consumers with a first-hand look at how your products are made, but in an attempt to do some damage control, that’s exactly what McDonald’s did. Photos of a mysterious “pink goop” hit the web recently, labeled as the base material for the Chicken McNugget. In an effort to alleviate some of the backlash, a spokesperson issued a statement, claiming “A photo circulating online does not show how we make Chicken McNuggets or, frankly, any item on our menu. Our Chicken McNuggets are made using USDA inspected boneless white breast meat chicken. We do not use the process known as mechanically separated chicken, nor do our Chicken McNuggets ever at any point, look like this photo.” A team went to Toronto to show the consumers how Chicken McNuggets are made. Here’s a video:
Does this video change the way you feel about the McDonald’s brand? What is the truth and does it come from the source? A few years ago, Blendtec invited us into their company with their viral Will It Blend? marketing campaign by posting videos of items being blended inside their product — showcasing the capabilities for the masses. It created a relationship with the viewer and by showing them a transparent look inside the operation, which established trust in the brand. Is this what McDonald’s did? Did this global brand fear being tarnished by this defamatory photo? Regardless of whether or not the video sheds light on the process and puts consumer minds at ease, it’s imperative to remember that even the most monopolistic of brands can be extirpated. With that being said, it’s important to know your brand inside and out, and when it’s being perceived as something it isn’t, stay true to what it is.