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. 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, 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 proved so successful that the company decided to stick to it for quite a long while. In fact, the company paid the advertising agencies (Leo Burnett from Publicis Groupe and DDB from Omnicom Group) around $700 billion in 2003 only.The upheaval that the new advertising campaign, and in particular the new slogan, caused by the company’s activity, was especially notable in the USA. Together with introducing new products into the menu that can be regarded as healthy food, the new slogan ‘I’m lovin’ it’ was used.
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