Our Food, Your Questions

Client: McDonald’s Canada  //  Agency: Tribal Worldwide  //   Date: 2012-2017
The Team: Ian Mackenzie, Derek Blais, Kara Wark, Amy French, Benson Ngo, Sanya Grujicic, Tiffany Chung, Ryan Lawrence, Jason Chaney, Parker Mason, Kevin McHugh,
Miles Savage, Melanie Chiriboga-Gomez, Kevin Jones, Melanie Lambertsen, Andrew Shulze, Stef Fabich, Ed Lee, Peter Borell, Jean-Lou Renoux, Neem Ba Ha, Joe Dee, Paul Jara, Paul Sham

McDonald’s Canada had a great story — they just hadn’t told it well. Our Food, Your Questions set out to raise the brand’s food quality perception scores, and set the bar for brand transparency.

At the core of the campaign was the Q&A. Anyone could submit a question about McDonald’s food, and get a fast, personalized, public response.

When Tribal DDB assembled a war room to execute the Q&A, they brought me in to contribute my mix of journalism and comedy writing chops. I wrote thousands (yes, thousands) of answers to real consumer questions — some serious, many not.

What was supposed to be a one-month writing gig became a five-year tenure at Tribal DDB, and I eventually became the point person for every aspect of the Our Food, Your Questions project. You’d find me on the phone with McDonald’s in-house counsel, running weekly analytics reporting, tag-teaming with the client on messaging for new products, managing the French copywriter, and working with our devs to improve the website — all while continuing to write smart and smarty-pants answers to incoming questions.

Awards included:

Cannes Lions 
Gold – Cyber – Websites & Microsites
Silver – Promo & Activation – Best use of Social Media
Bronze – Cyber – Digitally led integrated campaign
Bronze – Cyber – Online video

AdAge Viral Video Award
Winner, Best Brand Transparency

Webby Awards 
Winner of 5 awards including Agency of the Year

Canadian Marketing Awards
Winner of 7 gold, 1 silver, and Best of the Best

Digital Agency of the Year 2012 & 2013 

A few favourite questions I answered:

(Again, I must stress these questions are real.)