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JUN 2007

McDonald's Recruits Mom to Be Ultimate Influencer

Gatekeepers to Go on 'Field Trips' and Hopefully Return as Brand Evangelists

Advertising Age, June 11, 2007 — Battered by attacks blaming the fast-food industry for making children fat, McDonald's Corp. is recruiting the gatekeeper for its side. The Golden Arches has been quietly amassing an army of moms — often its toughest critics — as "quality correspondents" to act as citizen consumer reporters

Category: Marketing

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