McDonald's is highlighting growers in a campaign debuting Jan. 2. The effort features four of its U.S. beef and produce suppliers.
"We thought putting a face on the quality of the food story would be a unique way to approach this," said U.S. CMO Neil Golden. "We acknowledge that there are questions about where our food comes from. I believe we've got an opportunity to accentuate that part of our story." The campaign will include TV, print and digital, as well as additional paid and earned media. It's expected to run sporadically through 2012.