A lot of companies talk about being transparent, but McDonald's Canada is walking the walk with their new campaign "Our Food, Your Questions." They've basically invited you to ask whatever question you have and they promise to answer it. Some of the answers have turned into interesting and amusing videos.

When you go to the McDonald's Canada YouTube channel, you are greeted by a screen that invites you to ask your question. Then, the videos inside answer such questions as "why does your food look different from the food in your ads?" and "do you really use 100% real beef or is that just the name of some company?" It kicks off with a :30 spot where people ask all kinds of questions.

 McDonald's Canada - :30 "Our Food. Your Questions."

In the answer to the look of the food question, the Director of Marketing goes into a McDonald's orders a quarter pounder with cheese (doesn't Canada use the metric system?) and then takes it into their photo studio to do a side by side comparision. We see the food stylist prepare the photo hero Quarter Pounder and explain why they do what they do. Then we look at photos of the two side by side, explaining the differences.

 McDonald's Canada - "Behind the scenes at a McDonald's photo shoot"

McDonald's Canada Assistant General Counsel takes on the question of whether they actually use 100% real beef or whether that's just the name of a company. First, he shows that yes, it's 100% beef and what company it comes from. Then, for fun, he goes and does a company name search to show thre is no company called "100% Pure Beef"

 McDonald's Canada - "Is 100% pure beef a company name?"

All in all, it's a good use of combining social, digital and traditional media. You can watch other answers to questions on their YouTube channel or on their website. What's your favorite? Who else is doing a good job of using multi-media channels to connect with their customers?

Thanks to our social media team member, Dmitri Pivtorak, for finding this campaign and sharing it. If you have a suggestion for Ad of the Week, let us know - here in the comments, via Facebook, twitter or email us at info@yaffe.com.

Mike McClure, Exec Creative Director & burger fan