McDonald's: There's a McDonald's for everyone

McDonald's had become increasingly concerned that the bond between its brand and its UK customers had weakened; in fact even people who actually ate at McDonald's had begun to dislike the brand.

McDonald's: There's a McDonald's for everyone

Leo Burnett

SUMMARY

The emotional bond between McDonald's and its customers, once so strong, had weakened: we needed to get people to fall in love with McDonald’s all over again.

We found that a significant proportion of customers had fallen into a purely functional relationship with McDonald’s and that many users actually disliked the brand. The potential was clear: if we could re-invigorate the brand relationship, we could attract lapsed customers back to McDonald’s, and current consumers more frequently and enthusiastically to it.

So we decided to celebrate its role at the heart of...

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