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McDonald's "i'm lovin' it" Global Brand Campaign Launch   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 2004
Source: Silver Anvil Award of Excellence
Product Code: 6BE-041003
Organization/Author/Firm: McDonald's Corporation
Category: Advertising - Branding / Global Communications / Brand Management / Launch or Relaunch / Advertising Branding
Industry: Consumer Products / Food - Beverage / Global - International
Summary

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.