When Donald Trump worked a shift at a McDonald’s fry station during a 2024 campaign stop, then-CMO Tariq Hassan faced a delicate PR challenge: respond to a high-profile cultural moment without appearing partisan. McDonald’s opted for a neutral, inclusive line—We’re not red, we’re not blue — we’re golden—reflecting its vast and diverse customer base. The company used a similar, discreet strategy during 2023’s backlash by quietly pausing select influencer partnerships to avoid escalation. Hassan argues brands should engage with culture and journalists while prioritizing their core identity.
How McDonald’s Stayed ‘Golden’: Inside the PR Response to Trump’s Drive‑Thru Moment
When Donald Trump spent part of a 2024 campaign stop working behind a McDonald’s fry station, the moment instantly presented a public-relations dilemma for Tariq Hassan, who was McDonald’s chief marketing officer at the time. With both major-party candidates linked to the brand in different ways, Hassan needed a response that would acknowledge the moment without turning the company into a political flashpoint.
A Tight Spot for a Global Brand
McDonald’s serves roughly 26 million customers every day and employs a diverse workforce. That scale shaped Hassan’s thinking: the chain could not take sides without risking alienation of large swaths of customers and employees. Instead, the company framed its position around brand identity and inclusivity.
“You don’t own your brand when those cultural moments take place. All you own is your voice and your actions and what you do around it,” Hassan said on Semafor’s podcast.
Choosing Neutrality—But Staying Cultural
McDonald’s adopted a deliberately neutral line: We’re not red, we’re not blue — we’re golden. The goal was not to ignore culture, Hassan explained, but to participate in it without engaging in partisan debate. That stance emphasized listening to customers and employees and reflecting the brand’s broad appeal.
Learning From 2023’s Backlash
Hassan pointed to 2023’s so-called “summer of brand attack,” when conservative backlash to products and content involving transgender people sparked high-profile boycotts of several brands. To avoid a similar escalation, McDonald’s proactively reviewed and paused certain influencer relationships before controversy could grow, acting quietly so the adjustments would not themselves become a story. Hassan said he declined to name the influencers and added that, to this day, “no one even knows it took place.”
Practical Takeaways and Where to Hear More
Hassan also discussed why admakers should continue engaging with journalists and what makes an effective celebrity Super Bowl spot. For readers who want the full conversation, the interview appears on Semafor’s Mixed Signals podcast and is available on YouTube.
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