When I was looking for blogs about this campaign, many were from the company itself, but the difference was that the comments and public interest came from different countries. The food philosophy that McDonald's has on their website is tied to the campaign that was established stating that they are "...making changes based on what we hear from all of you. That's why we work hard to produce tasty food with the "less" philosophy is more". (McDonald's). The campaign title alone gave the company a theme. Just having time to answer as many questions as possible from the audience was a great idea. Millennials want to be heard. The key messages essential for McDonald's were those that express: "... our move to ensure we engage people in a two-way dialogue about our food and respond to their questions and comments" (Kevin Newell, McDonald's USA brand manager). This was a two-way communication between the consumer and the fast food manufacturer To help people know it directly and not from other news