Not lovin' it: McDonald's Twitter campaign hijacked by haters

McDonald's has become the subject of an outburst of vitriolic hatred on Twitter after critics hijacked a promotional hash-tag created by the fast-food giant.

Opponents accused the burger franchise of making customers vomit, serving pig meat from gestation crates and dishing up a burger containing a finger nail. One fierce critic claimed he would rather eat his own diarrhea than visit the famous "golden arches''.

McDonald's last week launched a campaign featuring paid-for tweets, which would appear at the top of search results. An initial hashtag #MeetTheFarmers featured wholesome stories about farmers. The global chain then sent out two tweets with the general hashtag #McDStories.

But within minutes the hashtag took on a life of its own.

Detractors seized on #McDStories as an opportunity to document their alleged horror stories at the golden arches.

@jfsmith23 wrote: "Watching a classmate projectile vomit his food all over the restaurant during a 6th grade trip.''

One of the worst was @MuzzaFuzza who wrote: "I havent been to McDonalds in years, because Id rather eat my own diarrhoea.''

Social media director Rick Wion told "Within an hour, we saw that it wasn't going as planned. "It was negative enough that we set about a change of course.''

However the campaign wasn't a complete failure.

The #meetthefarmers hashtag escaped the battering and has stayed put.