McDonald's global chief marketing officer Mary Dillon shared the company's refreshed "I'm Lovin' It" campaign with franchisees and other attendees at its McDonald's Worldwide Owner/Operator Convention. The 7-year-old campaign is the company's longest running and has become so iconic the company has decided to stick with it but make it more relevant, Advertising Age reports.
From the story:
"Even more importantly," Ms. Dillon continued, "we're making sure that we build both brand equity and drive sales with every piece of advertising." She described an approach that's more authentic, more saturated in consumer insights and emotion, and within "a framework that gives us a consistent point of view about our brand."
McDonald's creative agencies are now focusing on lifting the bar of the company's advertising.
A new example is an ad McDonald's promoted on Twitter and has featured on its YouTube channel about a father bear rewarding his son for a good report card with a McDonald's meal. In "Proud Papa," the young bear attracts the attention of a car of tourists so the papa bear can scare them away. The two then eat the tourists' fries, and the father then shows his son how to tip the car over to get the "extra fry at the bottom."
