McDonald’s China launches beef campaign amid 'pink slime' concerns

The ‘Manly Man Beef’ TV campaign for McDonald’s China airs from today until 6 March. It shows Chinese men showing off their ‘manly’ characteristics such as being no-nonsense, straightforward, and decisive in various social situations.

Targeting young urban meat lovers in China, the campaign includes five thematic TV commercials — one that runs nationally and one each for Shanghai, Beijing, Shenzhen and Guangzhou (in Cantonese).

The Shanghai version, for example, shows a humorous portrayal of a man cooking, hinting that Shanghainese men are responsible and skillful at taking care of the family.

Building on last year's ‘100% Manly Man, 100% Real Beef’ campaign, the tagline '100% pure beef' is shown at the end of the TVCs.

The campaign comes amid consumer scepticism in China as to the quality of McDonald's products. The company recently announced the withdrawal of so-called 'pink slime' — ammonia-treated off-cuts — as an ingredient in the US. The announcement prompted concerns in China around the safety of local McDonald's products.

In a statement emailed to Campaign and also issued on its official weibo microblog last Thursday, the fast-food chain assured the public that the said ingredient is not used in its hamburgers. "McDonald's China does not use ammonia-treated beef," the statement said. "Customers can be assured that McDonald's China uses 100 per cent beef [as] raw materials in its beef patties.

"McDonald's China complies with government requirements and food safety regulations. We also have our own food-safety measures and standards in place throughout our supply chain to help ensure that we serve safe, high-quality food to our customers."

However, an survey on Sina found that the majority (88 per cent) of online consumers doubted the assurance.

CAMPAIGN CREDITS:

Project Name: Beef 2012 ‘Manly Man’
Creative Agency: TBWA\Shanghai
Client: McDonald’s China
Group Creative Director: Kienhoe Ong
Creative Director: Joe Zhou
Associate Art Director: Steven Chung
Senior Art Director(s): Ming Zhang
Copywriter(s): Popo Jin
Director: The Real McCoys
Production Company: P.I.G. China
Production Company Executive Producer: Nick Dodet
Head of Planning: Ellen Hou
Agency Producer: Raymond Lau and Mo Chan
Brand Team Leader: Brian Swords
Group Account Director: Jane Lim
Associate Account Director: King Lee
Media Agency: OMD