McDonald’s gives Alaska cod a marketing boost with Beijing billboard campaign

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Alaskan cod is getting a major publicity boost in China thanks to McDonald’s, which is running a billboard campaign across the Chinese capital promoting the provenance of its cod burgers. 

The poster campaign – targeting bus stops across Beijing – is promoting a CNY 17 (USD 2.50, EUR 2.10) cod burger special, which heavily emphasizes that the burgers are made of “deep-sea Alaska cod.”

McDonald’s branches in China have, for some years, sold a lower-priced cod burger, but never before has the burger –and the Alaska angle – been so prominently promoted. 

Cod has become fashionable in China lately, as Norway has been spending heavily in recent years to promote sales of Arctic Norwegian cod in China, while a cottage industry of Chinese food brands and marketing campaigns have sprung up pushing cod as a healthy food choice for children, the elderly, and expectant mothers.

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