Overview

The objective of this study was to demonstrate the communication strategy adopted by McDonald's in response to a crisis. McDonald's was attacked for selling products considered unhealthy to the population, which has recently become more concerned with issues such as obesity, better quality of life, and beauty ideals linked to thinness. In addition, it values information, education, and culture. Changing the menu was not the only measure adopted by the fast-food chain to defend its brand. A whole communication strategy has been adopted for this purpose. The hypothesis was then raised that one of the many resources adopted to persuade the target audience and defend the brand is education. We will demonstrate McDonald's communication strategy using advertising pieces from Veja magazine, advertisements placed at points of sale, the Folha de S. Paulo newspaper, and the company's websites. McDonald's communication in times of crisis has sought to educate its consumers, or convey the image that it cares about this as a strategy to convince its target audience and attract new consumers among the adult public.

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