Over the years, this expression has become a popular custom in nearly every society around the world. In fact, McDonald’s investment of billions of dollars per year in advertising has led to the Golden Arches being more recognizable than the Christian Cross!
Although McDonalds has been a fascination across the globe and continues to produce quality hamburgers at an extremely low rate, they have acquired several enemies along the way. The McSpotlight is a website consisting of a group of volunteers who are anti-McDonalds and debate why the company is harmful to the society.
Though it is clear the website has a strong bias against the franchise, I was astonished to find this print advertisement that McDonalds released in Sweden.
It was hard to accept as true, but after reading it again, there it stands in bold yellow print: “We don’t hire Turks, Greeks, Poles, Indians, Ethiopians, Vietnamese, Chinese or Peruvians.” Excuse me, are you serious?
Only in the fine small yellow print on the bottom of the advertisement does the franchise express the meaning for the outrageous claim above. It reads, “Nor Swedes, South Koreans or Norwegians. We hire individuals.” Technically speaking, the advertisement accomplished its primary objective of getting people to talk about McDonalds, except it lacked the unique brand identity that McDonalds has constructed for itself over the years.
Was this ad worth the potential racist tag as a franchise? Why did McDonalds in Sweden agree to such a campaign? What do you think?
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