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McDonalds Advertising & Marketing Campaign

Research

Anti Branding

Super Size Me Backlash – the film (allegedly leading it to do away with the super size proportions) caused a radical change to the presentation and policy of Mcdonalds which can be seen in a lot of the tie ins and promotions that are presented here.

Branding of McDonaldsThe branding of McDonalds

Restaurants has evolved since its early conception. This has tried to conform to both popular culture and changing views of healthy living and / or

eating.

Remember the branding of any product consists of …

The Products / Service

Although McDonalds are renowned for their production of greasy fast food products, a concerted effort has been made in recent

years to accommodate for the healthier eater – through the supply of salads, fruit, vegetables, etc.

Plus…

The Trademark

The Golden Arches of McDonalds are universally recognised throughout the multitude of countries that host a McDonalds

Restaurant.

Plus…

The Brand Name

Plus…

The brand name of ‘McDonalds’ is usually synonymous with the concept of the ‘Golden Arches’. The two are very rarely used

separately due to this…

The reputation / Image associated with the Product

The McDonalds Brand itself has evolved considerably to cope with the face of changing society. What

was once seen as a predominantly child

oriented ‘fun’ restaurant has now undergone a

shift into a slightly more health conscious territory.

Also the McDonalds restaurant as a concept is

represented in a more adult / responsible light.

The changing image of McDonalds Adverts

A quick glance at the changing nature of McDonalds restaurant slogans over the years can be basic indicator of how time changes the ways in which McDonalds represents itself.

Year Slogan Year Slogan

1960s Look for the Golden Arches 1991 McDonalds Today

1967 McDonald’s is your kind of place 1992 What you want is what you get

1971 You deserve a break today 1993 Do you believe in magic?

1975 We Do it All For You 1994 Make every day a McDonalds day

1975 Two all beef patties special sauce lettuce cheese pickle onions on a sesame seed bun

1995 Have you had your break today?

1976 You, You’re The One 1997 My McDonalds

1979 Nobody can do it like McDonalds can 1997 Did somebody say McDonalds

1980 You deserve a break today 2000 We love to see you smile

1981 Nobody makes your day like McDonalds can 2000 Put a smile on

1983 McDonalds and You 2001 There’s a little McDonalds in everyone

1984 It’s a good time for the great taste of McDonalds 2001 Things that make you go ‘mmm’

1985 It’s Mac Tonight 2002 Every time a good time

1988 Good Time, Great Taste, That’s why this is my place 2003 I’m lovin’ it

1990 Food, Folks and Fun

The changing image of McDonalds Adverts

During the 1980’s the majority of McDonalds Adverts contained colourful children’s characters such as Ronald McDonald,

Grimace and Hamburglar. The adverts would be set in the magical world of McDonaldland.

The connotations of these adverts would inspire ‘pester power’ – children pestering

their parents to visit (and eat at) McDonalds.

McDonaldland Advert

Grimace Advert

Happyplace advert

The changing image of McDonalds Adverts

More contemporary adverts tend to concentrate on the convenience and value for money of the McDonalds product. Even later versions of TV

adverts tried to create a healthier image through highlighting their salad options. Please note the main customers represented in these

adverts tend to be adult, unless a specific promotion is attached (for example – free toy

with every happy meal – an advert of this nature would be aimed specifically at children).

Blind date advert

Double Dutch advert

Print Based McDonalds Ads / Marketing Campaigns

Not only has there been a change in style / approach to McDonalds TV adverts, but also regarding their print based advertising /

marketing output. This adverts tries to convince the audience of the changing face of McDonalds food by highlighting new ranges

available, that have more positive connotations.

Print Based McDonalds Ads / Marketing Campaigns

Special editions are promoted to

develop the concept that

these variations keep the

product fresh and interesting

to their audience. They may have just repackaged a concept that was already

available.

Print Based McDonalds Ads / Marketing Campaigns

The Pound Saver Menu is a marketing strategy that presents

the customer with a range of prices and offers available. By tempting them with good value for money

McDonalds increases the likelihood of a larger purchase.

Print Based McDonalds Ads / Marketing Campaigns

McDonalds Restaurants also offers gifts with certain meals (happy meals, etc.) in order to increase their exposure to

children. Again this relates to pester power…

Endorsements and Sponsorship

McDonalds Restaurants use famous celebrities, usually of a sporting nature to promote their products. Some of these celebrities, such as Rio Ferdinand have appeared in TV

commercials. Others have appeared on the website supporting causes promoted or sponsored by McDonalds.

Why specifically sports stars?

Endorsements and Sponsorship

Sponsorship of major football event (the

World Cup) continues the increased visibility

of the brand and associating it with

fitness

Endorsements and Sponsorship

McDonalds are sponsoring the

Olympics and being part of team Great

Britain, although its an American brand

And promoting activity on its websiteSix weeks ago

McDonald's announced a

commitment to talk to children the world over about energy balance - using the strap-line 'it's what i eat and what i

do' as the rallying call.

Endorsements and SponsorshipTo bring the initiative to life

McDonald's UK has enlisted the help of heroes including

Double Olympic Gold medal-winning Rower James

Cracknell OBE, Olympic Silver medallist Sharron Davies MBE

and World Cup legend Sir Geoff Hurst MBE, who will use their position as role models to inspire kids to think about what

they eat and what they do.During 2005 and beyond the

Team will tour the UK by visiting schools and events,

helping to drive the 'active for 60 minutes a day' message.

Olympic hopefuls

Targeting other audience types…McDonalds Restaurants make a

concerted effort to target other audience types through a range of sponsorship

and concessions.

By teaming up with MTV for the TV show ‘Advance Warning’ McDonalds hope to appeal to predominantly teenagers. The

show itself showcases emerging new musical talent.

The likes of a Student card hopes to give concessions or Saver points to the

potential student market…

Anti Branding Many websites and institutions have become

concerned with McDonalds policies and aggressive marketing

techniques. These

institutions aim to make

people aware of the

potentially damaging aspects of

these campaigns.

Anti Branding Greenpeace are

concerned about the ecological

implications of McDonalds Food. The chickens used

in many of McDonalds products

are fed on soya which is cultivated and reaped in the

Brazilian Rainforest. The massive

amounts of soya that are reaped are having subsequent

devastating ecological effects…