Social media had become a breeding ground for false rumours about McDonald’s provenance and food process, damaging trust in the brand. Our key audiences were in this space, discovering and perpetuating these myths. We decided to cede control and let YouTube personalities and parent bloggers explore McDonald’s farms, factories and restaurants to find out the truth for themselves. Giving up editorial control to carefully selected influencers created greater credibility, whilst unlocking specific audiences through their subscriber bases, particularly young adults and parents. Trust among families and young adults reached an all-time high, breaking the 50% barrier for the first time.