McDonald's: Getting Britain lovin' it once again

This case shows how advertising helped McDonald's, the fast-food restaurant chain, achieve five successive years of record-breaking sales in the UK.

McDonald's: Getting Britain lovin' it once again

Principal authors: Tom Roach, Leo Burnett; Alistair Macrow, McDonald's Restaurants Contributing authors: Beate Lettmann, Mindshare ATG; Mike Treharne, Leo Burnett

Introduction

Turning McDonald's around in 2007 after four years of stagnation has been widely celebrated as a remarkable business achievement.