For years, McDonald’s has struggled with negative consumer perceptions about its food. To address the food myths and misinformation, we engaged Canadians in a fully transparent and open conversation providing them unfettered and unfiltered access to one of the world’s biggest brands. Consumers could ask any food related question via the website McDonalds.ca/yourquestions and from there, McDonald’s answered every single one in the form of text, images or video shot on-the-fly. With over 20,000 questions asked and over 7 million read, this is the ultimate McDonald’s consumer driven frequently asked question website.