Advertising Campaign of McDonalds

and social issues.First of all, there was a rapid upsurge of public interest to the healthy lifestyle,and together with this tendency there was one more – McDonald’s was gradually becoming a symbol of unhealthy eating that causes problems with health and obesity.At the end of the XXth century, Atkin’s Diet gained a great amount of adherents,and it also affected the reputation of the fast-food giant, as people were becoming increasingly more concerned as for the volume of fat and carbohydrates,and in number of calories in their everyday meals, and surely, Big Macs, hamburgers,soft drinks with lots of sugar and French fries proved to be ‘champions’ as far as the content of ‘bad’ calories was concerned.Though the companies that were competing with McDonald’s could not boast to serve healthier food, yet because McDonald’s was the most popular chain of fast food restaurants,it played a trick on the company making it a ‘collective’ symbol embodying all the negative sides of eating junk.
It cannot be overlooked that with the world’s businesses becoming global and the emergence of various anti-global movements that blame multinational corporations for exploiting people and affecting the economy of the developing countries, McDonald’s has also become a symbol of ‘the world’s corporate evil’ that attempts to ‘catch’ the entire planet into its ‘vicious net’.
In 2002, the American president G.W. Bush started an anti-obesity campaign that included propagating healthy food among schoolchildren and their parents, and in the course of this campaign the direct connection between eating junk food and obesity was being pinpointed. As a result, there was a significant decrease in the number of McDonald’s customers, and many of its restaurants were closed.
It was also stressed that there had been a decrease in the number of young people visiting McDonald’s, and as soon as the company’s analysts noticed that the ratio of teenagers and young people among their customers was decreasing, ‘I’m lovin’ it’ advertising campaign was launched.
Taking into account all the above said, this new advertising campaign was meant to enhance the image of McDonald’s so that to deal with the crisis the company found itself in. In contrast to the 2001-2002 campaign that targeted mainly children and family audiences (‘Happy Meal’, Ronald McDonald, playgrounds for children, toys, balloons, birthday parties etc.), the new global task for McDonald’s was to attract young people and teenagers.
McDonald’s advertising campaign whose slogan has become ‘I’m lovin’ it’ was launched in 2003, and proved to be a significant breakthrough as far as the company’s branding is concerned. This slogan