Where would McDonald’s be without farmers?

The QSR's new campaign takes the Canadian products out of its food to show the importance of its local sourcing.

McDonald’s Canada wants people to know that the food they enjoy at McDonald’s wouldn’t be possible without Canadian products.

That’s the message behind the QSR’s new campaign, which is a continuation of the transparency it built with “Our Food. Your Questions.”

The OOH, digital and TV campaign’s creative features images of Big Macs, Egg McMuffins, McFlurry desserts, fries and McNuggets with a piece of food removed that came from a Canadian farmer. Each of the ads highlights the missing ingredient with the tagline “Not Without Canadian Farmers.”

Creative for the month-long campaign is from Tribal Worldwide, with media from OMD. Solange Bernard, senior manager, advertising, media and partnerships at McDonald’s Canada, says the company knows that its customers want more information about where their food is coming from.

In all, McDonald’s Canada spends 80% of its annual ingredient expenditure on Canadian products, according to a release on the launch. The connection to local ingredients was also emphasized in the restaurant’s “Great Canadian Taste Adventure” summer promotion, where a different product representing ingredients from a different region of the country was offered as a limited-time menu item.

All creative in the campaign will drive people back to Yourquestions.mcdonalds.ca, where visitors can explore answers to past questions or pose new ones.

Response to the initial “Your Questions” campaign led to McDonald’s placing more emphasis on its connection to Canada and its communities this year. This has included several initiatives, from the “Taste Adventure” to getting authentic Calgary cowboys to give their approval to the Mighty Angus burger to the “Welcome to McDonald’s” campaign.