McD's Gets Physical in Global Push

CHICAGO McDonald's is launching a global marketing effort to promote physical activity and a balanced diet, themed "It's what I eat and what I do." The campaign retains the 2-year-old tagline, "I'm lovin' it.""One of the best things we can do is communicate the importance of energy balance in an engaging and simple way," said McDonald's CEO Jim Skinner at a press conference touting the campaign. "We will use our size and strength to present a model for others to follow."The effort is intended to promote more physical activity among children and position the Oak Brook, Ill., fast-food company as a partner in that effort. The marketing, which global marketing vp Jackie Woodward said was the company's "Number One worldwide priority," will involve in-store ads, messages on packaging and TV commercials."Today marks a new chapter in the McDonald's brand story," said Dean Barrett, McDonald's svp of global marketing. "Energy balance is critical to well-being of children and families around the world. ... We are listening. We are learning, and we are going to lead." One TV spot features tennis stars Venus and Serena Williams. It shows them playing tennis and also includes shots of healthy food, such as fruit and nuts. The only product shown is one of the salads available at the restaurant. A second spot uses animation to depict characters composed of tableware and McDonald's products like French fries and lettuce exercising.The spots retain the "I'm lovin' it" tagline and the signature music the company has used for the past two years in its advertising efforts. The effort will also involve non-product centric spots showing kids being active in various ways and humorous vignettes intended to appeal as public advocacy spots. All of the commercials were created by Publicis Groupe's Leo Burnett in Chicago.The effort also highlights McDonald's connection to the Olympics, noting the company is an "active partner" of the games. In addition to showing the Olympic rings in each spot, the company gathered a group of Olympians and hopefuls from around the world—from Wayne Gretsky to Yao Ming to Janet Evans and athletes from countries such as Brazil and New Zealand—to participate in the marketing efforts. "Olympic athletes are definitely inspiring," Barrett said. "When Olympic athletes mention energy balance, they know what they're talking about."Total spending on the effort was not disclosed. McDonald's spends about $1.3 billion on advertising globally; about $700 million of that is in the U.S., according to Nielsen Monitor-Plus. In addition to Burnett, McDonald's global advertising agency networks include Omnicom's DDB and TBWA.

Brand Marketing

McD's Gets Physical in Global Push

Aaron Baar

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Aaron Baar