McDonald's unveils renewed focus on 'I'm lovin' it' in US marketing refresh

Fast food giant McDonald's has revealed a renewed focus on its 'I'm lovin' it' strapline in the US, first introduced in 2003, as it seeks to inject more "positivity" into its advertising and marketing.

McDonald's: reviving 'I'm lovin' it' in US marketing
McDonald's: reviving 'I'm lovin' it' in US marketing

The brand rolled out a new TV ad in the US on Saturday featuring the tagline. It is also refreshing staff uniforms, packaging and signage in restaurants as part of a "new brand vision".

McDonalds's said the theme would also inform how it engages with customers ongoing. The animated US TV ad, created by Leo Burnett, shows enemies making friends and spreading positivity, for example by sharing a McDonald's meal.

Announcing the new campaign, McDonald’s chief marketing officer Deborah Wahl said: "We've made some changes about how we engage, knowing that engagement leads to customer experience.

"McDonald's is moving from a philosophy of 'billions served' to 'billions heard'. Today, we are working harder than ever to evolve with our customers - we're on a journey to change the relationship and the conversation - we are listening more and assuming less, asking more and getting answers."

She added that the business was looking to create more "transparent" dialogue with customers, beginning with its "our food: your questions" campaign, which had already seen 20,000 questions. It was answering these with "actions" she said, by for example adding a customisation platform in the US and adding healthier options for kids.

The "I'm lovin’ it" strapline had sat at the heart of the business for 10 years and it would use it as a platform for its marketing in 2015. It would "reignite" the positivity in its messaging over the next few months, she said.

McDonald’s confirmed the campaign was a US initiative, with no current plans to roll it out to the UK. However, it has already used the strapline since 2003.

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