McDonald's: Choose lovin'

This case study describes how McDonald's, the quick service restaurant chain, used advertising around a national sporting event in the USA to improve brand sentiment.

McDonald's: Choose lovin'

Campaign details

Agency: DDB Chicago / OMD / TMSWBrand: McDonald'sAdvertiser: McDonald's

Summary

Changing negative sentiment in social media is no easy feat. And when you're a brand like McDonald's, it's even more challenging.

Though McDonald's had launched a brand campaign establishing a new belief system that a little lovin' can change a lot, we knew we needed to do more than simply state that belief—we needed to act upon it. So we decided to do just that—add more positivity and lovin' to the world and shift sentiment around the brand as a...

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