(Relaxnews) – McDonald’s is hoping to dispel a few urban legends and set the record straight about its food in a new proactive damage control campaign that invites Americans to ask them questions in a digital forum via social media.
The campaign dubbed “Our Food. Your Questions,” will take place across their social media channels like Twitter, Facebook and YouTube and invite consumers to ask questions like “”What is in my hamburger?” and “What part of the chicken is a Chicken McNugget?”
Or, for those who believe in old urban food myths, whether or not the chain uses earthworms and cow eyeballs in their “all-beef patties” and pig fat in their milkshakes and ice cream.
The company says it will respond with webisodes and other multimedia content, in an effort to shed light on ingredients, how its food is made and prepared in restaurants.
Former host of the Discovery Channel’s “Mythbusters” Grant Imahara will host the webisodes by visiting McDonald’s restaurants across the country.
Similar initiatives have been launched in Canada and Australia, in which consumers were invited to barrage the company with online questions.
“In today’s 24/7 news cycle, people are looking for faster, more straightforward responses to their questions about our food,” said Ben Stringfellow, vice president of communications for McDonald’s USA in a statement.
“We have great information to share and we’re looking forward to engaging in two-way conversations with as many people as possible.”
The move could be seen as a belated attempt to address subjects like the pink slime controversy which beset the processed food industry back in 2011 when celebrity chef Jamie Oliver aired an expose on the strangely, bubblegum-pink slime that the industry calls “lean, finely textured beef.”
The byproduct is treated with ammonium hydroxide, which gives the trimmings its ludicrous, pink color.
And while McDonald’s Canada and McDonald’s Australia released videos to dispel the myth that the company uses pink slime in their meat, the story persists online.
Meanwhile, the demonification of pink slime by the media and outraged consumers led to the closure of plants and job losses in the US, leading to a defamation suit against ABC News which conducted aired an investigative report into the matter in 2012.
The US Department of Agriculture deems lean, fine textured beef trimmings safe for consumption.