McDonald’s Canada has put out a casting call to mom bloggers who are interested in learning about the quick-service chain’s food quality and safety practices.
The All-Access Moms program, a joint endeavour between McDonald’s and the television show Cityline, gives five blogging Canadian mothers a chance to visit McDonald’s head offices, french fry facilities and charitable Ronald McDonald Houses. Accompanying the bloggers on the tour is Cityline parenting expert Nanny Robina.
Those chosen to participate will catalogue their experiences on their own blogs as well as a microsite devoted to the program.
Video footage of the tour will be shot by Cityline and featured on the show, which airs on Rogers Media-owned CityTV. The footage will also appear on the AllAccessMoms.Cityline.ca website.
To apply for the program, mothers must visit the All-Access Moms site before June 26 and upload a video explaining why they should be chosen.
Karin Campbell, senior manager, external communications for McDonald’s Canada, said participants will be selected based on personality, the popularity of their blogs and their curiosity about McDonald’s food sourcing and preparation techniques.
Campbell said the goal of the program is to educate consumers about the quality and safety standards practiced by McDonald’s, which has often come under fire from health and animal rights groups.
“It’s a response to the questions that we know Canadians have about our brand,” said Campbell of the program. “This is just a more formal way to answer them and use an important customer for us, which is moms, to answer stakeholder questions.”
Campbell said McDonald’s would not exert control over what the bloggers write about the tour.
“The objective of this program is to have the individuals chosen write openly and honestly about their experiences,” said Campbell. “If their questions aren’t answered, this is a transparent program and they can write that.”
TV and digital advertising developed by Rogers and McDonald’s Canada supports the program.
A separate All-Access Moms program is running in the Quebec market, where McDonald’s is partnering with Chatelaine magazine. French-speaking bloggers from Quebec can submit their applications here.
