Cardi B & Offsets $7 Million McDonalds Campaign Is Under Fire
Cardi B and Offset are two of the biggest entertainers in the world, but their star power may be hindering their latest collaboration.
In February, the pair starred in a Super Bowl commercial for McDonald’s showing them enjoying a couple’s meal. However, the ad apparently wasn’t well received by all franchise owners.
According to Fortune, certain McDonald’s store owners are arguing that Cardi B and Offset don’t align with McDonald’s family-friendly image, specifically since many of their songs use profanity and make references to sex and drugs.
Moreover, the commercial allegedly contradicts McDonald’s “Golden Arches Code” – a set of marketing guidelines for McDonald’s staff, franchises, agencies, and suppliers According to a 2021 copy of the code, celebrity partnerships and affiliations aren’t allowed out of concern that it may harm the brand.
“Partnerships with celebrities and influencers that have potential risk to damage our brand based on statements they have made or their positions on certain issues,” the guidelines state, adding, “Music partnerships associated with content that includes offensive language in the lyrics.”
Speaking to Fortune, Dick Adams, a former franchise owner and McDonald’s consultant, said the Cardi B and Offset commercial was surprising.
“It’s kind of a culture-shock thing when you consider the McDonald’s brand over the years,” said Dick Adams, a former McDonald’s restaurant owner and consultant to franchisees.”
He added, “Especially if you’re a franchisee and you’re 50 or 60 years old and you don’t have any kids and haven’t been exposed to any types of these lyrics.”
McDonald’s dropped a small fortune to air the Super Bowl commercial –$7 million in total. In addition to the commercial, the company unveiled a limited time “Cardi B & Offset Meal” that comes with two burgers, two drinks, a large fry, and an apple pie.
Despite the backlash from franchises, the campaign has been a success, TMZ noted, as it’s helped target a younger demographic.
McDonald’s has already addressed the backlash to defend the collaboration.
“We’re focused on putting McDonald’s at the center of culture,” Tariq Hassan, the company’s chief marketing and customer experience officer for America, stated. “Cardi and Offset are an iconic couple who have their own date-night tradition at McDonald’s that goes back years. We’re proud to share a little piece of that.”
Another McDonald’s representative echoed a similar statement, saying, "McDonald’s stands behind our partnership with Cardi B and Offset. They have been incredible partners and we support them as a family."
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