McDonald’s vai apostar no slogan “Lovin’ Beats Hatin’” junto com o “amo muito tudo isso”.
McDonald’s Corp. is hoping a new marketing campaign can add some much-needed flavor to its business.
Facing sagging profits, the fast food giant plans to launch a new advertising campaign starting early next year with the slogan “Lovin’ Beats Hatin’” — which aims to spread happiness in the face of Internet hate, said people familiar with the matter.
The ad push will not replace McDonald’s longtime catchphrase “I’m Lovin’ It,” but seeks to give it broader marketing heft around the world, said a person familiar with the campaign.
The campaign is expected to roll out on Jan. 1 and include a 60-second spot during Super Bowl XLIX, which airs on NBC on Feb. 1, they said.
“We’re always working with our partners on great new creative,” said a spokeswoman for McDonald’s. ”It’s highly speculative and premature to talk about Super Bowl ads and future campaigns for next year,” she added.
The new ad push comes as McDonald’s reported one of its worst quarterly profit declines in years, as American tastes shift to favor fresher fast-casual restaurants like Chipotle Mexican Grill Inc. Same-store U.S. sales dropped 4.1% in September — the worst month since February 2003.
McDonald’s Chief Executive Don Thompson has said that the company is focused on retooling its marketing from changes in the company’s marketing suite to making sure the company’s ad messages are resonating with consumers.
“Our marketing approach is another key priority for us and one where we’ve implemented a number of significant changes in the process, the structure and creative direction of our company,” Mr. Thompson said last week during an earnings call with analyst.
Last week, the company debuted a new ad campaign dubbed “Our food, Your questions,” which seeks to dispel some of the rumors about its food. The push includes having the chain answer people’s questions about its food via Facebook and Twitter. It also produced videos that feature former co-host of Discovery Channel’s “MythBuster” Grant Imahara visiting McDonald’s food suppliers.
HBO’s John Oliver had a field day with the campaign last week, quipping to Mr. Imahara, “Yeah, I’ve got a question: Why the [expletive deleted] are you doing this? Please round up your answer to the nearest dollar.”
McDonald’s appointed marketing executive Deborah Wahl as chief marketing officer for its U.S. unit in March. The Oak Brook, Ill., company also conducted an advertising pitch earlier this year and asked two of its agencies, Omnicom Group’s DDB and Publicis Groupe’s Leo Burnett, for ways to refresh its marketing, according to some of the people.
The burger-baron spent just shy of $1 billion on U.S. ads last year, according to Kantar Media, which tracks spending on most measured media.
Despite its massive ad budget and its ability to outspend its rival by a broad measure, McDonald’s advertising in the U.S. has fallen short by some measures. U.S. television commercials from burger chains such as Sonic Corp., Wendy’s Co., and Burger King have outperformed McDonald’s during the first 10 months of the year, according to Ace Metrix, a Los Angeles research firm that polls consumer on their reaction to ads.
The burger chain introduced “I’m Lovin’ It,” as its global ad slogan in 2003. Over the past few years, some ad experts have questioned if the company needs to find a new ad direction.
Still, many say the tagline still has legs.
“‘I’m Lovin It’ has been an enormous success for McDonald’s over the years but even the most successful campaigns need to evolve and stay fresh,” said Mark Kalinowski, an analyst at Janney.
Paul Chibe, a former marketing chief at Anheuser-Busch, said the ad slogan still has a ton of potential,” but McDonald’s needs to bring “new life to the campaign.”