1/8/15 4:19 PMMcDonald's Unveils Brand Vision | CMO Strategy - Advertising Age

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1/8/15 4:19 PMMcDonald's Unveils Brand Vision | CMO Strategy - Advertising Age

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McDonald's Lays Out New BrandVision, Reaffirms Commitment to'I'm Lovin' It'Ads From Leo Burnett Will 'Reinvigorate' Tagline by Featuring More Positivity

By Maureen Morrison. Published on January 02, 2015. 5 1.4k

McDonald's on Friday described an updated approach to marketing its brand,but the long-running "I'm lovin' it" tagline isn't going anywhere.

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The chain is instead "reigniting" the "I'm lovin' it" theme "by introducing a newplatform that puts more focus on lovin'," said the company in a statement. Themessaging will focus more on positivity "with more uplifting content andconversations in the lovin' spirit.

Ad Age first reported the brand campaign after Publicis Groupe's Leo Burnettwon a pitch for ideas to refresh the brand. "I'm lovin' it" was not expected to bejettisoned, but rather to be evolved.

"This new focus will inspire everything we do moving forward, from advertisingand marketing to how we interact with customers in restaurants and on socialmedia," the company said.

National TV and digital ads starting Jan. 3 were created by Leo Burnett withsupport by partnering agencies, the company said. Other agencies on theMcDonald's roster include Omnicom's DDB, Alma DDB for Hispanic marketing,Burrell for African-American marketing and OMD for media.

U.S. CMO Deborah Wahl, who joined the company in early 2014, said in a videoabout the brand refresh that the company will move from a philosophy of"billions served" -- a line featured on the chains' marquees -- to "billions heard."On various social media platforms, McDonald's will continue to actively listen tocustomer feedback and keep the lines of communication open, as in its recent"Our food. Your questions" campaign, she said.

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The central spot introducing the new vision is an animated ad called "Archenemies." In it the company illustrates its renewed focus on "lovin'" by showingcharacters that have long been enemies -- the Smurfs and their antagonistGargamel, Batman and the Joker, a Chicago Bears fan and a Green Bay Packersfan, Freddy from "Nightmare on Elm Street" and Jason Voorhees from "Fridaythe 13th," and so on -- with each encounter ending happily.

Then comes the phrase "Choose Lovin'" before the commercial ends with "I'mlovin' it."

The company said other changes in 2015 will include new uniforms on crewmembers, as well as new packaging and signs in restaurants.

The move comes as the chain has been taking a beating, with decreased salesand increased competition from fast casual restaurants and competitors likeWendy's. McDonald's sales in November were down 4.6%, the weakest in theU.S. in more than a decade. Globally, its same-store sales for the month weredown 2.2%. For the third quarter, both U.S. and global same-store sales weredown 3.3%.

In particular, McDonald's has been less popular with Millennials than otherbrands are, and the chain has been working to appeal to the cohort throughtransparency and quality-assurance initiatives.

Ms. Wahl also said in the video that the chain will feature classics like the BigMac in more of its marketing -- such as a new TV commercial that

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unapologetically warns vegetarians to look away. She also took the opportunityto tout the chain's new customizable "Create your taste" platform, which will berolled out in 2,000 U.S. locations in 2015. She noted that the company recentlybegan offering Cuties mini oranges in its Happy Meals, adding that McDonald'swill market its Egg McMuffins in a way that illustrates that each sandwich ismade with an egg that was freshly cracked.

The company is also expected to run an in-game Super Bowl spot, but thecompany declined to comment on that score.

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Comments (5)

MARCELO SALUP, CORAL GABLES, FL Jan 05, 2015 8:06 AM

More creatives talking to themselves. The "halo" spot (Arch-enemies) goes from condescending to plain dumb... it is verycliche in its approach and frankly, after the deluge of Facebook, Instagram and Pinterest memes, doesn't bring anythingnew to the table (yes, pun intended).

The Big Mac spot, meh, yes, it is a beauty shot, but, honestly, again cliche in its execution. I don't see why it would tend to

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1/8/15 4:19 PMMcDonald's Unveils Brand Vision | CMO Strategy - Advertising Age

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appeal more to millennials than to, say, moms, but it is pretty bland overall.

Surely a company like McDonald's, with billions and billions of burgers sold, millions of customers, should have been ableto find more insights that resonate.

Like Reply

Kevin Leibel, CHAPEL HILL, NC Jan 05, 2015 10:19 AM

While I am "lovin" the enthusiasm and the intention to listen more--what i am not "lovin"is the lack of vision and plan toengage audiences who are embracing new behaviors. We are entering an age where what was once an everyday event(eating McDonald's and drinking a Coke) is becoming special occasion. That insight creates opportunities for a newapproach.

Like Reply

JOHN MOST, ALISO VIEJO, CA Jan 05, 2015 3:19 PM

Uh...How about you fix the food first.

Nice creative work, but McDonald's have deep rooted issues with their product. I remember the last time or two or threethey went to re-define their brand...someone at HQ understood, "It's about the food stupid".

Guess that guy got fired.

Like Reply

Preston Bealle, NEW YORK, NY Jan 05, 2015 4:26 PM

That's just a pat phrase, "fix the food". The food's great, there are so many choices now that it's impossible to legitimately

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1/8/15 4:19 PMMcDonald's Unveils Brand Vision | CMO Strategy - Advertising Age

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say otherwise. You can't find 4 things on that extensive menu that you like? I am lucky to go to great restaurants frequentlyfor business and pleasure, but I am never unhappy at a McDonald's, especially on a road trip.

Like Reply

Fred Barrett, AKRON, OH Jan 05, 2015 9:29 PM

These spots missed the mark. Where is the call to action? What driving people to eat in? What about improving service?

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