Is McDonald's upcoming "Farm to Fork" campaign just empty calories?

Burger Business shared the address of this "unlisted" ad on the McDonald's USA YouTube channel:



Apparently, McDonald's Tweeted it last week.

Nothing too exciting, but the it's a sneak peak into how McD's new "Farm-to-fork" approach to supply chain accountability will play out.

Here's a report about a McDonald's presentation given to an Iowa farming group:

The food retailer known for its wide variety of menu choices and a willingness to explore new marketing frontiers said connecting patrons with the people who provide their food is important. 

Debbie Roberts, vice president and general manager of McDonald’s Midwest Region, told a gathering of Nebraska farmers that linking the farm to fork matters as people become more “comfortable” with their food. 

She said McDonald’s will present an ad campaign in 2012 that will feature farmers and growers that supply the products. 

“We will bring to the consumer, the folks who are actually producing the product,” Roberts says. “They will have the opportunity to meet those folks, see them on TV…put the face with the product.” 

She points out that consumers have become increasingly savvy, and they want to know more about the source of their food. 

“For us to be relevant as a brand, we constantly talk with consumers, and we listen,” Roberts adds. “That’s been the success of McDonald’s; to make sure we have a brand that responds to consumers.”

But is it more than window dressing? It feels like they're trying to copy Chipotle's message of family farmer support without offering any tangible action to back it up.