McLocal: These Fries Are “Grown in Richland, Served in Ballard”

July 19, 2010 By David Burn Leave a Comment

Lisa Hymas of Grist doesn’t buy the McLocal message she found in suburban Seattle. She asks what’s next, “High-fructose corn syrup from Ames, Iowa?”

Here’s my problem with the Gristian criticism. Way too many environmentalists are still stuck in an “us v. them” mindset, which is a trap. We’re all in this together.
We want corporations to listen to, and respond to, the needs of their customers and the larger community. But when a company like McDonald’s moves forward with a sustainable initiative, it’s poo-pooed. Believe me, I understand why–we don’t want to be lied to. But what if it’s not a lie? When it’s not a lie, does the company not deserve some credit for their willingness to do the right thing?

Filed Under: Advocacy, Out-of-Home, Resistance

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.