McDonald’s new Brand Vision moves from a “billion-served to a billion-heard”
What: McDonald’s has introduced a new vision for its brand as well as a new campaign. At the core of the campaign is the idea to spread more love and positivity into the QSR's giant marketing and advertising programs.
Why it matters: The change comes at a time when the fast-food chain has been experiencing declines in sales and facing a new type of more ecologically minded customers. National TV and digital ads started Jan. 3 and were created by Leo Burnett with support by partnering agencies, the company said. Other agencies on the McDonald's roster include Omnicom's DDB, Alma DDB for Hispanic marketing, Burrell for African-American marketing and OMD for media.
Through an announcement made by Chief Marketing Officer Deborah Wahl, McDonald's introduced its new campaign for the U.S., in which the brand plans to emphasize the phrase "lovin'" from its overall slogan "I'm lovin' it".
According to Wahl, this “brand transformation” comes at a time when the fast-food chain is moving from a philosophy of billion-served to billion-heard, in order to evolve with customers. Not to say, this transformation comes at a critical time for McDonald's , specially in U.S. stores where its sales have not increased since October 2013 and continue slumping. In a press release, McDonald's said the company has become aware of excessive negativity in the world and insists its customers have as well.
The fast-food chain is moving from a philosophy of billion-served to billion-heard, in order to evolve with customers.
As part of this new effort, created by Leo Burnett and supported by partnering agencies, national television and digital advertisements will begin airing this week. McDonald's has also plans to return to the Super Bowl after several years, with a 60-second commercial that "will reveal a big idea," according to Wahl. The company is also concerned with making more people aware of the origin of the food it cooks. This the follows the "Our Food. Your Questions" campaign launch in the United States in October, in which McDonald's responds to questions about its food.
"Love. It sits at the heart of our tagline, and it sits at the heart of our business.We believe that a little more lovin' can change a lot — even the world we live in. Lately the balance of lovin' and hatin' seems off. Who better to stand up for lovin' than McDonald's?," said Deborah Wahl, McDonald's chief marketing officer, in the video message posted on the McDonald's website.
The new U.S. campaign has a broad message while other ads focus on the Big Mac, the clementines that can be included in Happy Meals, and the "lovin'" message.
During 2014, the company has made other changes to transform its “junk food” image: adding some weak-selling items from the menu, updating restaurants and packaging, and expanding the Create Your Taste system that offers more personalized burgers and chicken sandwiches.
While DDB Chicago remains the agency of record, the new assignment to refresh the image of the restaurant giant may represent an enormous opportunity for Leo Burnett. The new campaign will include a 60-second commercial in the Feb. 1 Super Bowl, the chain's first appearance in the big game in several years.
Watch McDonald's CMO Debora Wahl's video message below!