It would be a vast understatement to say that McDonald’s has been criticized for how it prepares its food. The fast food chains use of pink slime has been haunting the brand and its overall equity for years. 

But now, McDonald’s is trying to put the fast food rumors to bed with a new campaign called “Our food. Your questions.” While the commercial was first published on YouTube in October 2014, McDonald’s seems to be ramping up its efforts surrounding the ad. For one, the company is encouraging customers to ask questions about the brand and its food online, and has gradually been answering said questions. You can check out the microsite here: http://yourquestions.mcdonalds.ca/

While this is definitely an effective way to shoot down rumors and shine a more positive light on the brand, I can’t help but wonder: Why now? Moreover, why did it take so long?

Take a look at the above commercial and share your thoughts. Is this enough to make McDonald’s the “go-to fast food restaurant”? Is it enough to win customer trust and loyalty?