Plus: Patagonia strongly opposes USFS relocation; brands are adopting ‘no AI’ disclosures for ads.
McDonald’s CEO Chris Kempczinski is seeking redemption — and not taking himself too seriously — in a new interview where he talks about that viral Big Arch video, McDonald’s customers and how the company sources food.
And boldly, it’s a video interview. But he seems much more human this time around.
Sitting down with journalist Tim Higgins of the Wall Street Journal, Kempczinski said he found out his Big Arch video was blowing up when he received a phone call from one of his kids.
“They said, ‘Dad, you’ve gone viral and not in a good way,’” he said. Kempczinski said he then received a plethora of calls, texts and emails alerting him that his post didn’t quite land.
“CEOs for better or worse, in many cases, are the face of the brand. So I do think it’s important to be out there, particularly in a consumer-facing brand…We’re in a world now where there’s this creator economy and how consumers are engaging with brands, it’s a lot more dynamic. And this notion that you can control everything, that’s not the world that we’re in.”
He goes on to discuss how consumers are much more skeptical of advertising and the expectations have changed.
“I think what’s so refreshing about social media now and this creator economy is it’s got a greater degree of authenticity where the consumers, or our guests, are actually just as much in control of our brand as we are,” he said.
When asked about how competitor brands responded, Kempczinski simply said, “I always love when our competitors are talking about me.”
Later in the interview, Kempczinski addressed rising food costs, product sourcing and takes Higgins on a tour of a McDonald’s kitchen where he snacks on fries. It doesn’t look forced and Kempczinski appears comfortable and relaxed.
He did say “product” about five times when talking about McDonald’s new restaurant experience team. His delivery was a bit monotone at times, but overall, Kempczinski seemed to have taken the backlash in stride, often chuckling.
Why it matters: Most importantly, Kempczinski humanized himself. He ate an entire french fry. He laughed. He showed that he’s a good sport.
Audiences can forgive blunders, especially ones as unserious as the Big Arch video, when the person or leader takes a genuine approach at explaining themselves. His overall tone was sincere and he appeared more relaxed, which is key to showing he’s comfortable on camera. He wasn’t just saying all the right things. It felt and looked like he meant it.
Kempczinski also smartly made himself relatable by bringing up how his kids had to tell him he was being roasted online. Audiences can empathize with this. Especially the audience he’s speaking to, which are people who read WSJ and likely have kids of their own.
When addressing the backlash, there’s no defensiveness or overexplaining, which shows self-awareness and control.
And while he isn’t a charismatic public speaker, Kempczinski’s small moments of awkwardness can be forgiven because it doesn’t feel scripted. It’s still his personality.
Communicators can’t, and shouldn’t, script every moment, but they can prepare leaders to respond like humans when things go sideways and I think it’s safe to say Kempczinski earned the redemption he was looking for.
Editor’s Top Reads:
- Patagonia has responded to the news that the United States Forest Service headquarters will relocate from Washington, D.C. to Utah, a move the service said will help manage public lands more effectively. As an activist brand, Patagonia shared a strong statement across social channels about why they believe this is harmful: “We want to be clear on our stance about the recent news of the United States Forest Service, because protecting public lands is core to our purpose: Moving the USFS to Utah will gut the agency. By shutting down its research stations, culling its staff, and moving the headquarters to Salt Lake City, it will be surprising if USFS can effectively manage anything at all.” The statement went on to say that the only people who would benefit from the relocation would be “billionaires and extractive industries.” They called their customers to action by providing a link with more information to oppose the relocation. In the comments, many people showed support by thanking the brand for speaking up and continuing to be values-driven. This is exactly the point. Patagonia is known for taking stances and action when it comes to causes that align with their brand values. They’re extremely clear. This helps reinforce credibility and trust in brand mission. This wouldn’t make sense for many other organizations, but Patagonia has built its reputation on being outspoken. At this point, its audience has come to expect strong stances, which helps deepen brand loyalty.
- Brands are starting to be explicit that their ads and social content are not made with AI. As AI-generated images and videos, or “slop,” flood social media, companies like Aerie and Le Creuset are adding “no AI” disclaimers to show that their content is real and made by humans. WSJ reports this is a response to growing consumer skepticism. A majority of people now question whether what they see online is real, and many say they prefer brands that don’t use generative AI in marketing or at least disclose it. “Our DNA is about realness, about not changing a person, you know, not erasing stretch marks,” Aerie CMO Stacey McCormick said. This is really about trust and transparency. This signals that brands are aware of the climate and their audience’s frustration and they’re striving to ease customer concerns by being open about the process. It’s a smart way to say, “we hear you and we’re doing something about it.” In a crowded, AI-heavy media environment, being clear about what’s real and backing it up can be a key way to stand out and build lasting trust.
- After actor Paul Anthony Kelly broke out playing John F. Kennedy Jr. in the series “Love Story,” brands like L.L. Bean and Kohl’s started resurfacing old catalog photos of him from before he was famous. The Wall Street Journal reports the companies leaned into the wave of interest in 90s nostalgia. “From the catalog to the screen—it’s nice to see a familiar face,” L.L. Bean posted beneath a TikTok video of Kelly in their outdoor gear. Kohl’s also shared a series of posts on IG post with Kelly in classic tees with the caption, “Have a feeling these styles are gonna get all the love.” WSJ says the results have been spikes in social engagement and even some in-store spending as consumers reconnect with these brands through a cultural moment they’re already paying attention to. When a show, trend or personality captures attention, brands that can tie themselves in naturally can extend their visibility. When done well, cultural alignment can refresh a brand’s image and drive real engagement, as seen here.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post The Scoop: McDonald’s CEO humanizes himself in new video interview appeared first on PR Daily.
