McDonald's advertising

McDonald's advertising
Type Public
Traded as NYSEMCD
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 James A. Skinner
(Chairman & CEO)
Products Fast food
(hamburgers • chicken • french fries • soft drinks • coffee • milkshakes • salads • desserts • breakfast)
Revenue increase US$ 24.075 billion (2010)[2]
Operating income increase US$ 7.473 billion (2010)[2]
Net income increase US$ 4.949 billion (2010)[2]
Total assets increase US$ 31.975 billion (2010)[2]
Total equity increase US$ 14.634 billion (2010)[2]
Employees 400,000 (January 2010)[2]
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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.



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]


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.

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 Fall 2008, McDonald's introduced new packaging, eliminating the previous design stated above 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.


Title Language Countries     Literal meaning
i’m lovin’ it English American Samoa, Andorra, Australia, Austria, Azerbaijan, The Bahamas, Bahrain, Belarus, Belgium, Brunei, Bulgaria, Canada, China, Croatia, Cyprus, Czech Republic, Denmark, Dominican Republic, Estonia, Fiji, Finland, France, Georgia, Gibraltar, Greece, Guam, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Isle of Man, Israel, Italy, Japan, Jordan, Kazakstan, Kuwait, Latvia, Lebanon, Liechtenstein, Lithuania, Luxembourg, , Macau, Macedonia, Malaysia, Mauritius, Mexico, Moldova, Monaco, Montenegro, Morocco, Netherlands, New Caledonia, New Zealand, Northern Mariana Islands, Norway, Oman, Pakistan, Poland, Portugal, Qatar, Romania, Russia, Samoa, San Marino, Serbia, Singapore, Sint Maarten, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Suriname, Sweden, Switzerland, Taiwan, Thailand, United Arab Emirates, United Kingdom, United States, Yemen I am loving it.
simplified Chinese: 我就喜欢; traditional Chinese: 我就喜歡; pinyin: wǒ jiù xǐhuān Chinese  China,  Malaysia,  Singapore,  Taiwan,  United States I just like (it).
ich liebe es German  Germany I love it. / I am loving it.
أنا أحبه (ana aħibba) as well as اكيد بحبه (akid behibuh) Arabic  Egypt,  Kuwait I love it. / Of course I love it.
c’est tout ce que j’aime French  France It's everything that I love.
venez comme vous êtes[8][9] French  France Come as you are.
c’est ça que j’m French  Québec It's that which I love. (j'm = j'aime.)
love ko ‘to Taglish  Philippines I love this. ('to = ito)
me encanta Spanish Argentina, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, United States, Uruguay, Venezuela I love it. (lit. It enchants me.)
me encanta todo eso Spanish  Chile I love all that. (lit. All that enchants me.)
amo muito tudo isso Portuguese  Brazil I love all this a lot.
işte bunu seviyorum Turkish  Turkey This is what I love.
вот что я люблю Russian  Russia That is what I love.
я це люблю Ukrainian  Ukraine I love this.
man tas patīk Latvian  Latvia I like it.

Promotional partners

Cross promotions

Celebrity spokespeople

See also


  1. ^ McDonald's publication. "Corporate FAQ". McDonald's Corporation. Retrieved 2007-11-24. 
  2. ^ a b c d e f "2010 Form 10-K, McDonald's Corporation". United States Securities and Exchange Commission. Retrieved 2011-03-03. 
  3. ^ [1]
  4. ^ [2]
  5. ^ [3]
  6. ^ End of story for one fast food ad
  7. ^ McDonald's press release
  8. ^ Gay McDonald's ad in France, YouTube, 2010-05-26.
  9. ^ Gay-Friendly McDonald's Ad Goes Viral, 2010-06-03. Retrieved 2010-06-15.
  10. ^ [4][dead link]

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