The internet’s not lovin’ it: Why Macca’s CEO’s taste-test video backfired
McDonald’s CEO’s awkward Big Arch burger taste-test video has gone viral, highlighting how misaligned messaging and the wrong spokesperson can backfire for brands.
A taste-testing video should be an easy win for a fast-food brand. In the scheme of brand marketing, it feels relatively low-stakes to sit someone in front of a camera, have them try your food, and whet the audience’s appetite.
But last month, McDonald’s showed how quickly a light-hearted concept can unravel when the wrong person is in front of the camera.
In a video on social media, McDonald’s CEO Chris Kempczinski delivered what felt like a parody of himself sampling the new Big Arch Burger for the first time.
Sign up to continue
You've reached your article limit. Create a free account, or log in to continue.
Get our free newsletters in your inbox and extended article access by submitting your email.
Comments