McDonald's is looking for love, and needs it
( 2003-09-02 16:18) (Agencies)
McDonald's is gearing up to
launch its first global advertising campaign in its 50-year history, at a time
when it is facing stiff competition and badly needs ad investments to pay off.
The world's largest fast-food company has high hopes the "I'm loving it"
campaign will boost its fortunes.
Its last campaign, with the "We love to see you smile" voice-over, largely
failed, though second-quarter sales did rise.
Company executives would not say how much it plans to spend on the campaign.
In an unusual move for McDonald's, which has always let U.S. advertising
agencies drive its major campaigns, it hired German agency Heye and Partners, a
unit of Omnicom Group's DDB unit.
Officials at the Oak Brook, Ill.-based company say the campaign will take a
youthful approach to selling fast food, tying together music, fashion, sports
The "I'm lovin' it" theme has five common TV spots that will air this month
in many, if not all, of the 118 countries where McDonald's operates, according
to Larry Light, McDonald's head of global marketing. A partnership with teen
heartthrob Justin Timberlake has been reported for weeks. Light declined to
comment on it.