McDonald’s trying to get into Mom’s head

So last week I was asked by Advertising Age to comment on a program McDonald’s is launching with moms to take them on field trips to get a behind-the-scenes understanding of the Golden Arches business. Apparently these moms will become “quality correspondents” and visit amongst other places, the farms where the ingredients are grown.
When I spoke to the journalist, it wasn’t clear whether or not McDonald’s intended (or was interested) in getting these moms’ feedback. But the article now goes on to say that yes, there will be avenues for moms’ to share their findings. Phew!
One thing that I made clear and I think was well-represented in the Ad Age article was that if there’s an honest two-way discussion then there is a real shot at change, if that’s what McDonald’s wants. The great thing is that if this program works, then every consumer benefits, because a mom’s standard is highest of all. It’s more than about her, it is about her family and her friends’ families. Parents are the advocates of their children. They are informed, resourceful and opinionated. Yep, they will tell their friends if there is something they love and think is of good use and value for their family. But, if they think it’s harmful, they will tell even more people.
I mentioned to the reporter the number of emails I get from mom friends alerting me to individual stories of products and services gone awry. These email chain letters have an urgency to them and they spread like wildfire amongst moms. Why do these have such an impact? Because they come from the same place—a genuine desire to take care of family and friends.