1. McDonalds Advertising &
Marketing Campaign
Research

2. 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.

3. Branding of McDonalds
The 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 …

4. 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…

5. The Trademark
The Golden Arches of McDonalds are universally recognised
throughout the multitude of countries that host a McDonalds
Restaurant.
Plus…

6. 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…

7. 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.

8. 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

9. 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

10. 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

11. 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.

12. 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.

13. 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.

14. 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…

15. 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?

16. Endorsements and Sponsorship
Sponsorship of major
football event (the
World Cup) continues
the increased visibility
of the brand and
associating it with
fitness

17. 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 website
Six 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.

18. Endorsements and Sponsorship
To 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

19. 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…

20. 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.

21. 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…