People are slamming Gigi Hadid for his Instagram account of McDonald's – and this reveals a huge challenge that the fast food giant still has to overcome.

• Gigi Hadid is facing a negative reaction after posting a photo on Instagram sponsored by McDonald's.
• Many fans have blamed Hadid for working with the fast food giant, tying McDonald's to obesity and low employee compensation.
• McDonald's has been working to change its reputation in recent years, including launching caged eggs and fresh beef burgers and ending lobbying against minimum wage increases.

Model Gigi Hadid is facing a backlash for a recent Instagram message sponsored by McDonald's – and reveals a challenge that the fast food giant is still struggling to solve.

On Sunday, Hadid posted on Instagram a picture showing that she was eating McDonald's at Coachella.

She subtitled the photo, sponsored by McDonald's: "pre festival with @mcDonalds yesterday❣️fed & hydrated, thank you friends! "

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While many Hadid fans liked the photo – which has been enjoyed more than two million times since Monday morning -, others opposed his collaboration with the fast food chain.

Read more:Leaked documents reveal that McDonald's is about to remove items from its late-night menu

"I really do not understand why you want to promote McDonalds," reads a comment that pleased more than 2,600 people.

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"In fact, I really do not understand why an intelligent, well-informed and influential person like you would like to be affiliated with such a company," the commentary continues. "This is surely not for the money.There are so many other ways to be fed and hydrated."

"You are gorgeous, but you are promoting foods that lead to obesity and ruin people's health," reads another comment with more than 950 mentions I love.

"Gigi, I like you but maybe choose a different sponsorship, they pay miserable salaries and invest millions of dollars in lobbying against the fundamental rights of their workers," says a third.

McDonald's did not immediately respond to Business Insider's comment request. However, the fast food chain made an effort to change its reputation by focusing on obesity and low wages for workers.

Under the leadership of Chief Executive Officer, Steve Easterbrook, McDonald's strived to become – and to be perceived as – a "modern and progressive hamburger chain". In March, Politico announced that the company had stopped lobbying for minimum wage increases. The chain has also made changes such as replacing caged eggs, eliminating antibiotics from foods and using fresh beef in some hamburgers.

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