Antoinette Benoit, former vice-president of strategy and insight for McDonald’s Europe, has taken the role of chief marketing officer and senior vice-president of McDonald’s Canada following Joel Yashinsky‘s departure to the fast food giant’s U.S. division.
Yashinsky was named vice-president of U.S. marketing for McDonald’s in March.
Benoit has been with the QSR since 1997, serving in various roles for McDonald’s France, and since late 2011 as vice-president of strategy ad insight for McDonald’s Europe.
According to her company bio, Benoit was responsible for the “1955 burger” – a classic styled hamburger inspired by 1950s American culture topped with basic ingredients and barbecue sauce. It first launched in Germany in 2010, and has been introduced in 20 European markets since.
Yashinsky had led marketing efforts for McDonald’s Canadian operation since early 2010. He was responsible for the launch of the McCafé brand in 2011. He also oversaw the incredibly successful “Our Food. Your Questions,” campaign in 2012. Developed with Toronto-based agency Tribal DDB, the campaign invited Canadians to ask McDonald’s about its food and marketing with the intent of dispelling misconceptions about the packaging, portrayal, preparation and quality of the company’s food.
The campaign was the key factor in Marketing naming McDonald’s Canada its 2012 marketer of the year.