By Laura Stampler
October 14, 2014

“Are there lips and eyeballs in there?”

“At what point in the process do we inject the pink slime?”

These aren’t the questions you’d expect from a new McDonald’s promotional video, which was released Monday and reveals the inner workings of its “beef plant” in Cargill, Calif. But addressing fast food skeptics’ grossest questions head-on is the crux of the company’s new PR campaign.

As part of this effort, McDonald’s has hired professional skeptic and MythBusters co-host Grant Imahara to answer people’s most disgusting questions about the company’s food.

The chain also held a relatively snarky Q&A on Twitter, sometimes linking to food FAQs on its website and other times calling questions it received outright “gross and totally false.”

National television spots in the “Our Food. Your Questions” campaign began airing Monday.

A new study by the WSJ and Technomic Inc. consumers in their 20s and 30s have defected to competitors (like Chipotle), and people aged 19 to 21 who visited McDonald’s every month has decreased 12.9% since 2011. So the real question is, by embracing millennial-friendly language, celebrities and social platforms, will McDonald’s win back its young base?

Contact us at editors@time.com.

You May Like

EDIT POST