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McDonald’s to focus on quality ingredients in ad campaign

December 15, 2011 | 11:55 am

McDonald's Corp., home of the assembly-line burger, will soon roll out an ad campaign that focuses not on speed or cost but on the quality of its ingredients.

The giant fast-food chain teased a simple 15-second spot featuring farmer Frank Martinez peeling and then biting into a potato.

"They're good now," he says just before the scene cuts to a rustic image of the golden arches surrounded by plants and hills. "Just wait until they're McDonald's fries."

Martinez will join another potato grower, a lettuce farmer and a beef rancher in a series of television, print and online advertisements that are scheduled drop on Jan. 2. The spots, as well as longer-form versions, will also be featured on a dedicated website.

Under pressure from increasingly health-conscious diners, competing restaurants promoting more nourishing options and lawmakers wielding new regulations about meal content, fast-food companies are trying to prove that they too can offer natural, garden-fresh fare. 

McDonald’s dumped Sparboe Egg Farms, one of its suppliers, after viewing undercover footage showing animal abuse at the company's Midwest facilities. The chain's pork supplier, Smithfield Foods, has promised to phase out cramped crates for pregnant pigs by 2017.

Other restaurant companies such as Wendy's and Domino's have hopped on the artisan trend, which touts local, small-scale food production.

Burger King's ads are now dominated by visuals of succulent patties and crisp produce. Del Taco is making over some of its restaurants with wall murals stating "Chicken grilled here" and "Cheddar hand-grated here."

RELATED:

Domino's launches a line of artisan pizzas

Burger King freshens advertising campaign, kicks out the King

-- Tiffany Hsu

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