Un-McReel - What Happened??

You've probably seen this video.

McDonald's CEO posted a reel awkwardly taste-testing the new Big Arch burger on Instagram. He took a tiny nibble, called it "distinctively McDonald's… delicious"… and was visibly unhappy on camera. It was rather odd and the internet was LOVIN' it.

First - what was that tiny nibble all about?! I can smash a delicious McDonald's burger in about three bites.

However, I can empathise with being a bit stiff on camera. I tried to make video content for this page. It's better for the algorithm apparently. I bought a tripod, a lapel mic, and had a branded tee printed. Set it all up, hit record. Spent almost a day on it. Filled and deleted the SD card twice. And produced content so bad I had to give up. I've stuck with these text articles ever since.

I'm writing this from Hong Kong, where McDonald's is the largest QSR brand in one of Asia's most competitive markets - serving over a million customers every single day across 250 restaurants. That dominance wasn't built on the local boss making Instagram videos. It was built on decades of locally specific, culturally relevant TV advertising, dominant outdoor presence, and genuine digital innovation.

What makes the McCEO’s video so excruciating is that it makes no sense at any level. Strategically. Executionally. Operationally. Especially when it’s coming from one of the slickest marketing companies on the planet.

Strategically, what objective was this video meant to achieve? What barrier to purchase was it addressing? What awareness gap was it closing? It's hard to see. The likely situation was an idea that leaders should be visible and authentic was corrupted into a mandate that content must be created as such. TikTok exists, therefore your CEO must TikTok. Instagram reels are growing, same thing.  Lesson – never be channel-led.

Executionally, one wonders how this footage was approved for posting. From one of the most established and professionally respected advertisers in the world, supported by some of the best agencies out there. A tiny, hesitant nibble. A stiff delivery. Posted anyway.  Lesson – always apply best practice, even when it’s the CEO.

Operationally, it seemingly came from a personal account. So, did it bypass the brand's entire approval process? I doubt it. A CEO of a company of this size delegates all decisions like this to his team. So, this must have been sanctioned. And once his time was committed, nobody was going to pull the plug on that.  Lesson – don’t fall for the sunk cost fallacy.

Kempczinski is an excellent CEO. McDonald's results speak for themselves. He was just caught in a process that nobody had the courage to stop.

McDonald's was built on the strength of incredible advertising over many decades. Let’s leave that to Ronald, the Hamburglar and Grimace. And let the CEO just lead the company.

#Advertising #BrandStrategy #ContentMarketing #OfflineMedia #Leadership #McDonalds