In Korea, branded contents are usually produced collaborated with big contents provider including TV stations or broadcasting companies. However, there is a challenge of high cost in order to leverage TV channel for executino, while there is limitation of brand exposure to public and also stricter restriction.

Considering this, McDonald's came up with an idea of engaging consumers in the contents creation, and also leverage digital platform as much as possible to expose the contents relevant to consumers in cost-efficient way.

In this way, McDonald's hosted a tasting event at a kid's cafe in Seoul, Korea. We invited power bloggers who have cooking blog sites, and asked them to come up with new and amazing dishes using ingredients from McDonald's. The dishes were featured in the tasting event, and mothers and their kids tasted the dishes without knowing that the food was made with ingredients from McDonald's. After they enjoyed the food, it was revealed that the food was made with fresh McDonald's ingredients. Mothers expressed how surprised they were, and their satisfaction with the food mentioning it tasted not only good but fresh.

Right after it was revealed in the event, moms expressed how surprised they were, and their satisfaction with the food mentioning it tasted not only good but fresh. After the event, the campaign gained 157,748 hits on You Tube, and 69 contents about the event on power bloggers pages reaching 621,249 hits with 7,065 comments.

The brand quality score has also increased amazingly, especially with high increase in trustworthiness (37 in 2012 and 51 in 2013) and positive brand effect (39 in 2012 and 48 in 2013) categories, according to the 2013 Fast Track survey.

More importantly, this campaign has contributed to changing mothers' perception of McDonald's, from 'fast food' to 'fresh food'.