The fast food giant is tackling its critics head on with this campaign, from DDB apparently, showing beef, lettuce and potato producers to try to rebut widespread claims that its beef, for instance, comes from knackered cows from the Amazon rain forest, or wherever.
And this bunch of happy cowboys from Steve Fogelsong’s Black Gold ranch in Illinois seem convincing enough. Will it work? It’s a dangerous strategy in that not all McD’s beef is produced by the likes of Mr Fogelsong and enemies will redouble their efforts to highlight stuff that isn’t produced as well. But it’s a brave campaign and McDonald’s should be congratulated for that.