PRSA Silver Anvil Case Study Search

In September 2003, McDonald's launched its first-ever worldwide brand campaign-i'm lovin' itTM- the centerpiece of a new marketing strategy that connects McDonald's with customers in highly relevant, culturally significant ways. The campaign, created by Munich-based Heye & Partner, is unprecedented in McDonald's history as more than 100 countries united behind a single brand message. McDonald's created and executed a comprehensive public relations program that captured worldwide media attention; reinforced the global approach and marketing leadership story; allowed for markets around the world to participate via duplicated activities; involved and motivated the McDonald's system; and drove traffic into McDonald's restaurants.