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If at first you don’t reignite sales, try more of the same:

The chain is instead “reigniting” the “I’m lovin’ it” theme “by introducing a new platform that puts more focus on lovin’,” said the company in a statement. The messaging will focus more on positivity “with more uplifting content and conversations in the lovin’ spirit.

Ad Age first reported the brand campaign after Publicis Groupe’s Leo Burnett won a pitch for ideas to refresh the brand. “I’m lovin’ it” was not expected to be jettisoned, but rather to be evolved.

“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,” the company said.


If McD is serious about winning back customers, all they have to do is fix the damage they’ve done to their formerly world-class french fries.


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