Arnold to Break Dollar Menu Effort for McDonald’s

BOSTON–Arnold’s today will break a new campaign touting McDonald’s Dollar Menu; the effort introduces the tagline “You know what you want” and includes separate executions featuring comedian Wayne Brady and singer Alison Krauss.

A pair of 30-second spots will initially air in New York and New England. The campaign will be expanded into other east coast markets in May, and there is a strong possibility that the work will soon run nationwide, an Arnold representative said. Additional spots, also featuring celebrities, are in various stages of production.

Oak Brook, Ill.-based McDonald’s cut its national ad expenditure about 5 percent last year to approximately $630 million, according to CMR. Arnold would not discuss the budget for the Dollar Menu push, but sources pegged initial spending conservatively around $15-20 million. DDB, Chicago, is the chain’s lead agency.

McDonald’s yesterday disclosed its sixth consecutive earnings drop, reporting net income of $253 million for the quarter ended March 31, a 33 percent drop compared with income of $378 million for the same quarter last year. Sales of late have been flat. The company said that it will more sharply focus its advertising and menu initiatives in an effort to bounce back.

Arnold has long been a McDonald’s roster agency for regional franchise assignments.