OAK BROOK, Ill. -- In an effort to reconnect with consumers amid sagging sales, McDonald's USA has unveiled a new brand vision and customer focus that leverages the quick-service restaurant (QSR) chain's "I'm Lovin' It" tagline with a new "Choose Lovin'" campaign and new product packaging.
The "Choose Lovin'" campaign features archenemies getting together over McDonald's, including Batman and the Joker, Dorothy and the Wicked Witch of the West, SpongeBob SquarePants and Sheldon J. Plankton, Roadrunner and Wile E. Coyote and more.
The new packaging includes white carryout bags with minimalist cartoon art depicting McDonald's food and the "i'm lovin' it" tagline, with smaller golden arches. The cups come in a variety of colors and small golden arches on their lower portion, with the phrase "half full > half empty" in the white upper portion. The largest cups are silver and feature the phrase "Lovin'. Drink it up."
"This new focus will inspire everything we do moving forward, from advertising and marketing to how we interact with customers in restaurants and on social media," said Deborah Wahl, chief marketing officer for Oak Brook, Ill.-based McDonald's. "We recognize, and our customers do too, all the negativity that surrounds daily life, and we are choosing to celebrate lovin' more. McDonald's is in a unique position to use its scale to bring back the positivity with more uplifting content and conversations in the lovin' spirit. McDonald's legacy was built on providing special moments for families. Today, we're working harder than ever to evolve with our customers. We're moving from a philosophy of, 'billions served' to 'billions heard'."
She added, "Our brand's renewed focus on lovin' will come to life in ways that inspire people to recognize and celebrate the lovin' they share with each other every day. Starting in 2015, our customers will see and feel the difference from the new uniforms our crew members are sporting to new packaging and signage in restaurants, as well as how we engage with them and their communities nationwide."
National TV and digital ads began airing January 3. They were created by global ad agency Leo Burnett.
Click here to view a video with Wahl explaining the new brand vision and customer initiative.
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