McDonald's advertising
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| Type | Public |
|---|---|
| Traded as | NYSE: MCD Dow Jones Industrial Average Component |
| Industry | Restaurants |
| Founded | May 15, 1940 in San Bernardino, California; McDonald's Corporation, April 15, 1955 in Des Plaines, Illinois |
| Founder(s) | Richard and Maurice McDonald McDonald's restaurant concept; Ray Kroc, McDonald's Corporation founder. |
| Headquarters | Oak Brook, Illinois, U.S. |
| Number of locations | 33,000+ worldwide[1] |
| Area served | Worldwide |
| Key people | Andrew J. McKenna (Chairman) James A. Skinner (Vice Chairman and CEO) Don Thompson (President and COO) |
| Products | Fast food (hamburgers • chicken • french fries • soft drinks • coffee • milkshakes • salads • desserts • breakfast) |
| Revenue |  US$ 24.075 billion (2010)[2] |
| Operating income | US$ 7.473 billion (2010)[2] |
| Net income | US$ 4.949 billion (2010)[2] |
| Total assets | US$ 31.975 billion (2010)[2] |
| Total equity | US$ 14.634 billion (2010)[2] |
| Employees | 400,000 (January 2010)[2] |
| Website | Global Corporate Website |
McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds.[citation needed] Nonetheless, television has always played a central role in the company's advertising strategy.
To date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.
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[edit] History
There have been many McDonald's advertising campaigns and slogans over the years. The company is one of the most prevalent fast food advertisers. McDonald's Canada's corporate website states that the commercial campaigns have always focused on the "overall McDonald's experience", rather than just product.[3] The purpose of the image has always been "portraying warmth and a real slice of every day life."[4] Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period. Finally, rarely in their advertising history have they used negative or comparison ads pertaining to any of their competitors; the ads have always focused on McDonald's alone, one exception being a 2009 billboard advertising the new McCafe espresso. The billboard read "four bucks is dumb", a shot at competitor Starbucks.[5]
[edit] Controversies
In 1996, the British adult comic magazine Viz accused McDonald's of plagiarizing the name and format of its longstanding Top Tips feature, in which readers offer sarcastic tips. McDonald's had created an advertising campaign of the same name, which suggested the Top Tips (and then the alternative — save money by going to McDonald's). Some of the similarities were almost word-for-word:
- "Save a fortune on laundry bills. Give your dirty shirts to Oxfam. They will wash and iron them, and then you can buy them back for 50p." — Viz Top Tip, published May 1989.
- "Save a fortune on laundry bills. Give your dirty shirts to a second-hand shop. They will wash and iron them, and then you can buy them back for 50p." — McDonald's advert, 1996.
The case was settled out of court for an undisclosed sum, which was donated to the charity Comic Relief. However, many Viz readers believed that the comic had given permission for their use, leading to Top Tips submissions such as: "Geordie magazine editors. Continue paying your mortgage and buying expensive train sets ... by simply licensing the Top Tips concept to a multinational burger corporation."
In 2003, a ruling by the UK Advertising Standards Authority determined that the corporation had acted in breach of the codes of practice in describing how its French fries were prepared.[6] A McDonald's print ad stated that "after selecting certain potatoes" "we peel them, slice them, fry them and that's it." It showed a picture of a potato in a McDonald's fries box. In fact the product was sliced, pre-fried, sometimes had dextrose added, was then frozen, shipped, and re-fried and then had salt added.
[edit] Current campaign
i'm lovin' it is an international branding campaign by McDonald's Corporation. It was created by Heye & Partner, a longtime McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group, Inc. It was the company's first global advertising campaign and was launched in Munich, Germany on September 2, 2003, under the German title ich liebe es. The English part of the campaign was launched in Australia on September 21, 2003, the UK on September 17, 2003, and in the USA on September 29, 2003 with the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake, in which the slogan appears. In 2007, after a public casting call which received 15,000 submissions, McDonald's selected 24 people to appear as part of the campaign.[7] Images of those chosen, who had submitted a story and digital photograph which "captured ... themes of inspiration, passion and fun," appeared on McDonald's paper bags and cups worldwide.
In Spring 2008, McDonald's underwent the first phase of their new image and slogan: 'What we're made of.' This was to promote how McDonald's products are made. Packaging was tweaked a little to feature this new slogan. In November 2008, McDonald's introduced new packaging, eliminating the previous design stated above (except for the Philippines and a few countries, where the previous design is used in tandem with newer packaging) with new, inspirational messages, the "i'm lovin it" slogan. (appearing only once on most packages). McDonald's also updated their menu boards with darker, yet warmer colors, more realistic photos of the products featured on plates and the drinks in glasses. From 2009 to 2010, McDonald's introduced new packaging worldwide.
[edit] Translations
[edit] Promotional partners
[edit] Cross promotions
- NASCAR
Starting in 2008, McDonald's sponsored Elliott Sadler's #19 NASCAR Sprint Cup Series entry for 6 events (in the U.S.). Over time McDonald's has sponsored numerous NASCAR cars including Bill Elliott's car, Jimmy Spencer, Andy Houston, Kasey Kahne, and 2010 Daytona 500 winner Jamie McMurray. McDonald's racing not only sponsors NASCAR cars but also sponsors other racing series/divisions, including the #02 McDonald's car of Graham Rahal in the IndyCar Series.- Jamie McMurray's Bass Pro Shops Earnhardt Ganassi Racing #1 Chevrolet as a part time/secondary sponsor
- Bobby Hamilton, Jr.'s #35 car Busch Series
- Kasey Kahnes #9 Dodge car in the NEXTEL Cup Series
- Bill Elliott
- Hut Stricklin #27 Winston Cup (now Sprint Cup) car
- Jimmy Spencer
- Andy Houston
- NBA As the fast food partner.
- IndyCar Series
- Graham Rahal's #02 car
- Rolex Sports Car Series
- Doran Enterprises #77 Ford Dallara
[edit] Celebrity spokespeople
- Michael Jordan
- Kobe Bryant
- Larry Bird
- Charles Barkley
- Venus Williams[10]
- Yao Ming (2004–2005)
- Destiny's Child (2004–2005)
- Justin Timberlake (2003)
- Ashanti (2003)
- Samuel L. Jackson (1972)
[edit] See also
- Burger King advertising
- Fast food advertising
- List of McDonald's ad programs
- McDonaldland
- Ronald McDonald
[edit] References
- ^ McDonald's publication. "Corporate FAQ". McDonald's Corporation. http://www.mcdonalds.ca/en/aboutus/faq.aspx. Retrieved 2007-11-24.
- ^ a b c d e f "2010 Form 10-K, McDonald's Corporation". United States Securities and Exchange Commission. http://www.sec.gov/Archives/edgar/data/63908/000119312511046701/d10k.htm. Retrieved 2011-03-03.
- ^ [1]
- ^ [2]
- ^ [3]
- ^ End of story for one fast food ad
- ^ McDonald's press release
- ^ Gay McDonald's ad in France, YouTube, 2010-05-26.
- ^ Gay-Friendly McDonald's Ad Goes Viral, 2010-06-03. Retrieved 2010-06-15.
- ^ [4][dead link]
http://buzz.yahoo.com/buzzlog/93724?fp=1
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