Our Food. Your Questions.

McDonald’s was in crisis.

An alleged “pink slime” image was spreading across the internet, fueling distrust and giving skeptics control of the narrative. The brand’s silence only amplified the noise.

The insight was simple: if trust is broken, transparency has to be radical.

I led production for McDonald’s award-winning Our Food. Your Questions campaign, a bold initiative designed to pull back the curtain and show exactly how the food is made.

This was not an easy sell. There were months of internal hesitation. Legal concerns. Operational fears. Brand risk. But I helped push the strategy forward and ultimately won the bid to bring the campaign to life.

We cast MythBusters host Grant Imahara as our guide, someone credible, curious, and trusted by skeptics. Over four months, I traveled across the country with a cross-functional team of producers, art directors, and writers, documenting the real processes behind burgers, fries, eggs, and even the McRib.

No gloss. No dodge. Just cameras in real kitchens and facilities.

I oversaw production of 12 long-form pieces optimized for YouTube, where the conversation was already happening. The results were measurable and material:

• 26 million plus YouTube views

• 21 percent increase in brand sentiment among millennials

• 5.4 percent increase in McDonald’s stock price from campaign launch to close

More important than the metrics was the strategic shift.

“Show the food” became a long-term brand pillar. Transparency moved from reactive PR tactic to proactive positioning.

This campaign did not just manage a crisis. It reset the relationship between brand and audience.