04 July 2000

A new advertising campaign is the whipped cream topping for the two-year, $400 million face-lift of McDonald’s US restaurants. Launched last Friday, television and radio ads feature the tagline "We love to see you smile." The theme is showcased by the restaurant’s staff, all agog to tell customers about the new look and their desire to make them happy.

The new advertising, via Omnicom Group's DDB Needham Worldwide, ousts the previous offering from Oak Brook, Illinois, which asked rhetorically, "Did somebody say McDonald's?" Hispanic and African-American advertising was developed respectively by del Rivero Messianu of Miami and Burrell Advertising in Chicago.

"It's time to tell the American consumer what is going on," said McDonald's USA president Alan Feldman. "What we are doing now is not about advertising, it's about what is taking place in our restaurants."

The "Smile" approach was initially presented to McDonald's franchisees in April and was inspired by one of the burger chain’s most memorable feel-good slogans: "You deserve a break today."

News Source: CampaignLive (UK)