McDonald's: Getting Britain lovin' it once again

Tom Roach and Alistair Macrow

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 RestaurantsContributing authors: Beate Lettmann, Mindshare ATG; Mike Treharne, Leo Burnett

Introduction

Turning McDonald's around in 2007...

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