McDonald’s Making Changes

McDonald’s this week is launching six new TV spots directed at U.S. Hispanic consumers.
The Spanish language spots, created by del Rivero Messianu in Coral Gables, Fla., continue the “Alguien digo McDonald’s?” (“Did somebody say McDonald’s?”) tagline developed by lead agency DDB Needham Chicago.
Unveiled at McDonald’s worldwide operators convention in Orlando, Fla., three of the spots promote the latest installment of the fast-food chain’s Monopoly game promotion, which begins today. Others seek to increase sales of Happy Meals, french fries and breakfast foods.
A spot titled “Point of View” is McDonald’s first image ad supporting Happy Meals, said agency chief creative officer Luis Miguel Messianu. It features a man complaining to his wife about a particularly rough day at work while his young son listens intently. The boy finally consoles his dad by offering up his Happy Meal.
Messianu said an English language version, still targeting Latinos, will run on general market stations in Hispanic markets.
Leo Burnett, Chicago, is handling general market advertising for the Monopoly promotion, which includes Gateway 2000, Sony and Chevrolet’s Corvette as tie-in partners and prize suppliers.
Needham will be responsible for promoting the new “Made for you” kitchen production system announced last week. Rolling out in the U.S. and Canada over the next 18 months, the new kitchen design will allow McDonald’s units to prepare food to order.
McDonald’s executives also told franchisees the company has undertaken a complete review of its menu. The Arch Deluxe sandwich, introduced last year with heavy advertising from Fallon McElligott, Minneapolis, is expected to be replaced, according to sources.