Marketers have turned into the Eddie Haskells of the media world, sweet-talking blog-happy mothers to further their cause. The latest example: McDonald's has kicked off a program for curious moms who wonder what they're really feeding their children. The fast-food chain has recruited four women, dubbed as the Baltimore Washington McDonald’s Moms Quality Correspondents (MQC), to witness how burgers are made and served on a daily basis. In the process, the women have to capture and share their experiences online via photos, videos and journals. The most recent journey, for instance, involved a trip to Keystone Foods (a McDonald's beef supplier), where the women toured a facility in white coats and hair-nets, learning about "quality and food safety regulations." Ultimately, the chain hopes to drive consumers to the MQC site and get everyone excited about it's newly launched Angus Third Pounder (and the real beef that it’s made with). Is it working? Judging by their online journals, these fledgling journos appear to be lovin' it.
—Posted by Elena Malykhina
