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Golden Arches enlists an army of McMommies; Fast feeder hopes to turn naysayers into fans by giving them inside access.

Publication: Advertising Age
Publication Date: 11-JUN-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Golden Arches enlists an army of McMommies; Fast feeder hopes to turn naysayers into fans by giving them inside access.(News)

Article Excerpt
Byline: KATE MACARTHUR

kmacarthur@adage.com

It may be the mother of all influencer-marketing efforts.

Battered by attacks blaming the fast-food industry for making kids fat, McDonald's Corp. is recruiting the gatekeeper for its side. The Golden Arches has been quietly amassing an army of moms-often its toughest critics-as "quality correspondents'' to act as citizen consumer reporters. The idea is to spread the message-which it hopes to craft into a positive one-about McDonaldland and its products.

It's offering these moms "behind-the-scenes access to the farms [where] our fresh ingredients are grown, to our world-class suppliers and to our restaurants,'' according to an open-call letter sent to...

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