Our creative execution was inspired by two simple facts - 77% of people trust what they read online and 92% believe what their friends say. We saw the opportunity to harness this power and created the All Access Moms program. We recruited influential Mommy Bloggers to become investigators and go behind the scenes at McDonald’s – kitchens, suppliers, product development and even a beef processing plant, to get the real story. The catch was, there was no catch. The bloggers posted their own opinions with no editing from McDonald’s, including answering questions from their readers. To spread the story further, our broadcast partner created editorial vignettes of the filmed experiences of the blogger investigations, and aired them on TV. We even recruited two “celebrity’ Mums – a well-known Nanny and a former Olympian, to join the team and integrated this content into a popular women’s TV show as editorial.

The program resonated with consumers and caught their attention as evidenced by:•Blogger recruitment was 10% higher than anticipated, affording us the opportunity to select the highest quality and most sceptical mums to the All Access Team•Interest from the TV audience and blogger fan base was exceptional, leading to a station decision to showcase the All Access Moms on a live TV finale to discuss their overall experiences in MayMore importantly, it delivered on crucial brand health success metrics.