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In the fast-paced world of politics, sometimes the smallest actions can create the
biggest headlines. When former President Donald Trump made a public
appearance in New Hampshire, handing out McDonald’s fries to supporters, the
moment instantly went viral. While the sight of a political figure serving fast food
may seem like a lighthearted stunt, it led to questions about the intersection of
corporate branding, politics, and public perception.
Did Trump need McDonald's permission to serve fries at a campaign event? The
short answer is no, and here's why.
The Brand-Politics Dynamic: McDonald's and Political Neutrality
McDonald's, one of the most iconic fast-food chains globally, operates on a
massive scale, with franchises in over 100 countries. This worldwide presence
means that the company must carefully navigate political landscapes to maintain
its brand appeal. Traditionally, major corporations like McDonald's strive to remain
politically neutral. They avoid endorsing political candidates or parties to prevent
alienating any part of their diverse customer base.
The sight of Donald Trump handing out McDonald's fries during a political rally
might have raised eyebrows within the company, but McDonald's, like many
corporations, is likely to avoid taking an official stance. To them, it’s crucial to stay
out of partisan disputes. And while the image of Trump handing out fries could, in
theory, spark controversy, McDonald's silence speaks to its strategic neutrality.
It's important to note that McDonald's cannot—and likely would not—control who
buys and serves their products at public events. Their branding policy revolves
around product quality and consistency, not around who is buying a burger or
fries, especially when it’s a public figure engaging in a campaign-style gesture.
Can Public Figures Use Corporate Brands Without Permission?
The sight of public figures using or serving products from well-known brands
without explicit endorsement deals often generates confusion. However, using a
branded product in a public or political event is typically legal. This practice is
widely accepted in the world of media, marketing, and politics.
In Trump's case, there’s no requirement for him to seek permission from McDonald’s
to serve their fries. The laws governing trademarks and branding are designed to
prevent the unauthorized commercial use of a brand, not to regulate the
consumption of its products. Essentially, Trump handing out McDonald’s fries
doesn’t violate any rules, as he isn’t using the McDonald’s brand to promote a
product in an official advertisement or for direct monetary gain.
This distinction is crucial. While McDonald's branding remains strictly controlled in
its advertising campaigns, the company has little say when its products are
purchased and served in public. For Trump, serving McDonald’s fries to his
supporters is no different from a regular consumer purchasing a meal for a family
gathering.
McDonald’s Image: Between Pop Culture and Politics
The relationship between McDonald’s and Donald Trump is an interesting one.
Trump has long been known as a fan of fast food, with McDonald's holding a
special place in his food preferences. During his presidency, stories of his love for
Big Macs, Filet-O-Fish sandwiches, and fries made headlines. His administration
even served McDonald’s at the White House during a shutdown, reinforcing the
connection between the former president and the fast-food giant.
Despite this visible association, McDonald's has never formally endorsed Trump.
The company’s policy aligns with a broader trend in corporate America, where
businesses steer clear of politics to safeguard their market share. However,
McDonald's products are so ingrained in American culture that they frequently
appear in political and social contexts, whether the company is directly involved
or not.
In some cases, McDonald's benefits from this kind of exposure, gaining free
publicity when its products are prominently featured. However, the company must
also be cautious. If a brand becomes too closely aligned with a political figure or
party, it risks alienating other customers who don’t share that political viewpoint.
This is especially relevant in today’s polarized political climate, where corporate
stances on social or political issues can lead to boycotts or public backlash.
Trump's Use of McDonald’s: A Symbol of Populism
So, why McDonald's? Why would Trump, a billionaire, so often publicly align himself
with a fast-food chain? The answer lies in the powerful political symbolism that
McDonald's carries in American culture.
McDonald’s is emblematic of everyday American life. It represents convenience,
affordability, and accessibility—qualities that resonate with a broad swath of the
American electorate. By serving McDonald’s fries at a campaign rally, Trump is
associating himself with these populist values. He taps into the image of an
“everyman” who enjoys the same meals as his supporters, despite his wealth.
This tactic is not new in politics. Leaders throughout history have found ways to
connect with ordinary citizens through food and other symbols of everyday life. In
Trump’s case, his well-documented love for McDonald’s serves as a way to
reinforce his connection with the working-class voters who were key
demographic in his 2016 presidential victory.
Additionally, the branding of McDonald's aligns with ideas of Americana. The chain
has become synonymous with American culture, offering a subtle yet powerful
message. By frequently featuring McDonald’s in his public appearances, Trump
taps into a broader narrative of nostalgia for an idealized America—one where fast
food, affordable to all, was a staple of middle-class life.
Free Publicity or Risky Association?
Trump’s association with McDonald’s brings up an interesting question for the fast-
food chain: does it benefit from this kind of free publicity, or does it risk alienating
customers who oppose Trump? The answer is complex.
On one hand, any viral moment involving McDonald’s can generate buzz and,
potentially, sales. McDonald’s, like many consumer brands, benefits from constant
visibility. Trump serving McDonald’s fries creates an image that sticks in the
public’s mind, associating the brand with a moment of political theater.
On the other hand, McDonald’s must tread carefully. If the company were to
become too closely linked with a political figure like Trump, it could face backlash
from customers who disagree with his politics. This has happened to other brands
in recent years, as political polarization has led to consumers being more selective
about the companies they support.
McDonald’s seems to recognize this tightrope and has largely stayed out of the
political fray. By avoiding official endorsement or statements about Trump’s use of
its products, McDonald’s distances itself from any political association while still
benefiting from the attention its products receive.
The Role of Brands in Modern Politics
Trump’s McDonald’s moment is part of a larger trend in modern politics: the
increasing role of consumer brands in shaping political identities. Whether
intentional or not, the brands that politicians choose to feature in their public
appearances can send powerful messages.
In Trump’s case, the choice of McDonald’s serves to reinforce his image as a
populist, a man of the people who enjoys the same fast food as his supporters. But
this is not unique to Trump. Across the political spectrum, politicians use brands
and products to create connections with voters. From local diners to clothing
choices, brands are becoming an important tool in the construction of political
personas.
For McDonald’s, this represents both an opportunity and a challenge. The
company’s products are so ubiquitous that they’re likely to be featured in political
events regardless of its involvement. The challenge lies in managing public
perception—ensuring that McDonald’s remains a brand that everyone can enjoy,
regardless of political affiliation.
The Power of Perception
In the end, McDonald’s didn’t need to give Trump permission to serve fries at his
rally because he was simply acting as a customer. The moment illustrates the
complex ways that consumer brands intersect with politics in the modern world.
While McDonald’s strives to remain politically neutral, its products are so deeply
embedded in American culture that they often become part of the political
narrative anyway.
For Trump, serving McDonald’s fries was a calculated move, tapping into the
populist appeal of a brand that represents everyday American life. For McDonald’s,
the challenge is maintaining its broad appeal without becoming too closely
associated with any particular political figure or party. In this balancing act, the
company can stay at the forefront of American culture—whether it officially
endorses it or not.
