McDonald's/Tribal take home top CMA Award

TORONTO, Dec. 2, 2013 /CNW/ - McDonald's Canada "Our Food. Your Questions." campaign captured the top honour at the 43rd annual Canadian Marketing Association (CMA) Awards Gala on Friday, November 29 in Toronto. Recipient of the 2013 CMA Best of the Best Award, the campaign developed by Tribal Worldwide used a multi-channel approach to respond to consumer questions about McDonald's food and operations.

"No question was left off the table," said CMA President and CEO John Gustavson. "McDonald's developed a transparent campaign that changed peoples' perceptions of the brand and delivered impressive results."

The campaign featured a combination of social media, outdoor, video and a specially designed website at to create a dialogue with consumers on everything from the quality of McDonald's beef to the company's vegetarian strategy, myths about its milkshakes and even its stance on 2004's "Super Size Me" documentary. The campaign generated over 20,000 questions in its first year, generating seven million content interactions with an average consumer engagement time in excess of four minutes. "Our Food. Your Questions." was also talked about, blogged about and reported on through 500 national and international media outlets.

The CMA Awards Gala is the largest marketing awards event in Canada. A full list of CMA Award winners can be found on the CMA website.

About the Canadian Marketing Association:
The Canadian Marketing Association embraces Canada's major business sectors and all marketing disciplines, channels and technologies. Its 800-plus members encompass all facets of marketing and represent consumer and business-to-business marketers and agencies.  These organizations make a major contribution to the economy driving the sale of nearly $30 billion in goods and services each year and employment for more than one million Canadians. CMA helps shape the future of marketing in Canada.  It is the leading provider of marketing education and the marketing community's principal advocate on key public policy issues affecting both consumer and business-to-business marketers.

SOURCE: Canadian Marketing Association

For further information:

Ed Cartwright, Vice-President, Corporate Communications
Tel: 416-644-3760; email:


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