McDonalds - Making an American icon part of the fabric of British society

David Kisilevsky

This 1998 paper shows how advertising helped McDonald's to become part of the fabric of British society.
Agency: Leo Burnett LtdAuthor: David Kisilevsky

McDonald's: Making an American icon part of the fabric of British society

INTRODUCTION

McDonald's first arrived in Britain nearly 25 years ago. Like many transatlantic 'imports', it was initially greeted with suspicion by a wary and generally conservative British public. Today, it is one of the most familiar and best loved brands in Britain, with nearly 900 restaurants serving food and drink to two million customers daily. This paper tells the story of how advertising helped to transform McDonald's from an American icon into part of the fabric of British society....

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