At Cookerly, it is our job to power perceptions. Whether through traditional public relations, marketing or social media, we’re here to deliver results. We also want to take stock of what other companies are doing to reinvent or update how they are perceived. So, when I heard an NPR report that McDonalds was reaching out to mommy bloggers to promote new, healthier options, like apple slices and 100 calorie fries, for their Happy Meals, I was intrigued.
Full disclosure here. I’m a mother to a very active, very hungry little boy. We never go anywhere without snacks. Carrots, apples, raisins, Cheerios, etc. Check my purse, and every available compartment of our SUV, there are snacks hidden everywhere. Running out of food is bad news.
But, it has never once occurred to me to stop by McDonald’s to grab something for him to eat. You see, my perception of McDonald’s is greasy and fattening, not healthy. Sure, I loved McDonald’s as a kid. Fries AND a free toy? How could you go wrong? But, that’s not something I’ve wanted to introduce to our little boy.
McDonald’s, however, is reaching out to people like me: busy moms who are short on time. Moms talk to each other. We share tips and recipes, do’s and don’ts. By taking mommy bloggers, a very influential group, on field trips to the farms that supply McDonald’s and creating special “invitation-only” groups for moms to join, they are working to change the way all moms see McDonald’s: as a healthier alternative, instead of a last resort.
By letting moms know that Happy Meal offerings now include apple slices and 100 calorie fries, it’s certainly a step in the right direction. Will it work? It could. Maybe I’m not the best judge.
What companies have successfully changed the way you perceive them?
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.