On Feb. 3, McDonald’s CEO Chris Kempczinski posted a video on Instagram trying the franchise’s new menu item, the Big Arch. What was intended as a lighthearted promotional video quickly grew into a viral case study in brand communications.
The video drew public attention not only for the contents of the burger but also for Kempczinski’s delivery. In the video, the CEO is talking about the new ‘Big Arch’ burger, which includes two quarter-pounder beef patties, white cheddar cheese, onions, pickles, lettuce, and ‘Big Arch’ sauce – ultimately making it a monster.
While talking about the burger, he offers a taste test, and as he takes a bite, he turns the sandwich toward the camera, so viewers can see he’s only taken a small bite. This video not only made the CEO seem disinterested but also felt overly corporate and scripted.
For example, rather than highlighting the product in a personal way, using terms like ‘delicious’ or ‘yummy’, Kempczinski kept referring to the burger as a product. It did not express his genuine opinion on the new menu item, which deterred some consumers because his reaction felt like they were being led astray.
The situation escalated when competitors joined in on the joke. Brands like Wendy’s and Burger King took this as an opportunity to poke fun at McDonald’s in a lighthearted way, making up for the McDonald’s messaging that ultimately fell short. By leading with humor, these competitors reinforced their personal brand identity while promptly joining a trend to emphasize their prevalence.
This controversy is just one example of competitive opportunism in which one brand’s misalignment becomes a driver for another.
Overall, these issues are 100% preventable and represent a common challenge brands face in public communications: authenticity. Social media audiences, particularly those in Gen Z and Millennial age groups, expect marketing to feel natural and unscripted.
One study shows that these audiences are increasingly demanding marketing that feels more natural and authentic, rather than highly produced. With around 82% of Gen Z trust brands more when they feature real customers in their marketing.
With this in mind, it is important to note that the awkwardness is what helped the video gain traction. In our current media landscape, content that feels strange or humorous tends to spread faster. According to Axios, last Sunday, McDonald’s saw 47,900 total mentions and a reach of 5.8 billion across all platforms, making it the single-highest conversation day for any campaign.
The Authenticity Gap: A Preventable PR Stumble
These communication breakdowns are genuinely preventable. They represent a common challenge in the digital age: maintaining authenticity while navigating corporate pressure. Modern audiences, especially Gen Z and Millennials, have a “cringe” filter that immediately detects anything overly scripted or “corporate.”
When a CEO refers to a burger as a “product” rather than a meal, or takes a cautious, “safe” bite for the camera, the audience feels the disconnect. To prevent this, it’s important to focus on four pillars of executive presence:
- Media Training with a Human Touch: At MMG, We offer extensive media training that goes beyond “business-appropriate” behavior. We coach leaders to appear open and genuine, helping them trade the boardroom persona for a more relatable, “human” delivery that builds trust.
- Strategic Talking Points: Content fails when it sounds too much like a written press release. We help develop talking points that emphasize personal experience and sensory language rather than cold, technical descriptions.
- Audience-Centric Messaging: A CEO must know who they are talking to. A message meant for investors focuses on scale; a message for employees focuses on pride; but a message for consumers must focus on enjoyment. We ensure the tone matches the platform and the audience watching.
- The “Southward” Strategy: In our media landscape, content can turn into a meme in minutes. MMG provides a ready-to-go response plan for when communications “go south.” Whether it’s leaning into the joke or pivoting the narrative, we ensure you stay ahead of the trend rather than becoming the punchline.
Measuring Success Beyond the Metrics
While the awkwardness helped the McDonald’s CEO video gain traction – reaching 5.8 billion people across platforms – high reach is not always high value. At Maracaibo Media Group, we help you gauge public perception in real-time to catch misinterpretations early.
Our goal is to ensure your campaign’s success is defined by brand affinity, not just mentions. By aligning your leadership’s voice with your brand’s identity, we make sure your next “big” announcement feels as authentic as it is impactful.
Give us a call or shoot us an email if you’d like to know more about leveraging PR to bolster your brand.
