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 senior vice president at Cookerly, Mike Rieman specializes in building and maintaining relationships with the media and has an excellent track record of landing significant placements in print and broadcast media including USA Today, Wall Street Journal, Bloomberg and Money Magazine.
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 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.