McDonald’s Mixes Salads and Agencies

CHICAGO McDonald’s will serve up a new national advertising campaign Monday promoting the fast-food chain’s new line of premium salads.

The campaign is a multi-agency effort, with DDB, Chicago, creating two 30-second and three 15-second TV spots targeting young adult females; a commercial from Leo Burnett, Chicago, aimed at mothers; a del Rivero Messianu, Miami, ad featuring Hispanic women; and a Burrell, Chicago, spot targeting African American women.

“We wanted the creative to reflect the fresh, wholesome new options available to our customers, particularly women,” said Marlena Peleo-Lazar, McDonald’s chief creative officer, in a statement.

The Oak Brook, Ill, company’s new offerings include California Cobb, Caesar and Bacon Ranch salads. Spending on promoting the salads was not disclosed.

Meanwhile, McDonald’s global marketing executives are meeting with agencies to solicit new creative ideas. Executives concluded meetings last weekend with lead agency DDB and kids shop Burnett, sources said.