Despite years of heavy messaging in support of its food quality credentials, McDonald's still suffered from some of the lowest food-quality perception scores in the industry. So we decided to stop talking and start listening. We created an integrated platform called Our Food. Your Questions. At its heart was a website where people could ask any question about McDonald's food. We answered every question—even the tough ones—using personalized text, images and videos. Then we used the provocative power of the questions themselves to amplify our message through owned and paid channels.