McDonald’s Has Something to Buzz About

CHICAGO McDonald’s is supporting the launch of its Fruit and Walnut Premium Salad with a multimedia push and a “Green Fork” animated character in a campaign dubbed “Fruit Buzz.”

The marketing effort, via Publicis Groupe’s Burrell and Omnicom Group’s DDB, both in Chicago, broke this week with 15- and 30-second TV spots, a large print buy and point-of-purchase featuring Destiny’s Child. Ad spending was not given.

In an animated spot via Burrell, a young woman is walking down the street on a spring day. When she opens the door to her friend’s house, she is transmogrified into her animated persona and is ready to “Get a Fruit Buzz”.

McDonald’s print buy includes more than 30 multicultural titles and over 20 in-language Asian specific publications. Inserts will appear in publications such as Vanity Fair, Bon Appetit, Essence, Estylo and Oprah. Also, in partnership with Conde Nast, many of its publications will include a Starburst insert and taglines like “It’s that feeling you get when everything is 60% off,” “Makes me feel better than knowing my ex-boyfriend is still single” and “Having one makes even a bad hair day feel good.”

—Brandweek staff report