Home > Article > Bad taste : McDonald’s pushed to rebrand hamburger- swissinfo

Bad taste : McDonald’s pushed to rebrand hamburger- swissinfo

Fast-food chain McDonald’s has been forced to rethink its latest marketing campaign for Swiss-themed hamburgers after it was revealed that the labelling of the cheese included in its Simmental Prime was not legal.

In advertisements broadcast on Swiss television, the company stated that its special burger contained alpine cheese – Alpkäse in German. This was sufficient to draw the attention of the German-language Agricultural Information Service (LID), a public relations and news service backed by farming associations.

LID’s interest was piqued by the use of the term “alpine”, which is restricted under Swiss law. In this case, it can only describe cheese produced in the mountains with milk from cows spending the summer on alpine pastures.

While McDonald’s did source its beef from Simmental cattle, it purchased its cheese slices from Emmi, Switzerland’s biggest dairy company. The cheese is not produced according to the alpine criteria and cannot carry the label.

via Bad taste : McDonald’s pushed to rebrand hamburger- swissinfo.

  1. No comments yet.
  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: