QR McDonald's Marketing Form

Following up on the Coca-Cola anti obesity campaign, McDonald's is now offering nutritional information via QR code form on it's beverages and packages, following the healthy path companies are trying to create.  This has started on McDonald's products in the United States and will continue to world wide McDonalds' through out the year.

It is another controversial brand informing consumers about the health of their product.  The designs will be featured on all carry-out bags and fountain beverage cups.  These QR forms will also be communicating "brand stories" and delivering facts with a mix of text and illustrations.

McDonald's wants to engage with customers in relevant ways and celebrate their brand. Customers will be understanding where the food came from and the origin of the beef. Customers want to know more about the food they are eating; McDonald's feels this is the most innovative and cost effective way to produce engagement with McDonald's consumers. 

McDonald's feels they will have success due to their gathered consumer input on the new designs. The Global Advisory Council emphasized the importance of providing access to nutrition information and support using the packaging to connect customers to facts about menu items. The text is offered in 18 different languages.

Is it smart to put the QR code on the carry-out bags, as this would be after a McDonald's purchase and consumers would have already purchased their products. Is it smart for McDonalds to produce this QR form, do you think it will produce a high amount of brand engagement?

Signed: Christina McCarthy 29/1/13