McDonald’s has unveiled a new marketing strategy and ads it says will emphasise the ‘love’ in its long-running ‘I’m Lovin’ It’ slogan.
New TV advertisements are due to begin airing at the start of January in the United States. They include an animated video where the Joker and the Batman, a mail man and a dog, a blue donkey and red elephant and Smurfs and Gargamel show affection to each other and share McDonald’s products.
The advertisements end with the words “Choose Lovin’,” surrounded by a ring of hearts.
According to AP writer, Candice Choi, the push to identify itself with love and positivity in the minds of customers comes at a challenging time for McDonald’s, which is facing shifting eating habits, intensifying competition and growing calls by workers and labour organisers for higher pay and a union. Sales for its flagship US division have continued to struggle even after McDonald’s replaced its president twice in less than two years. In November, sales fell 4.6% at established US restaurants.
As part of the new marketing strategy, McDonald’s is also rolling out new uniforms for workers and packaging for its food that features images of popular items like Big Macs against a white backdrop.
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